Qixi 2025: How Luxury Brands Win Chinese Consumer on Xiaohongshu

Qixi, also known as Chinese Valentine’s Day, falls on August 29 in 2025. The ancient festival has evolved into a peak gifting season for the Chinese luxury consumer. On China social media, the festival now blends cultural symbolism with commercial opportunity, making it a key marketing moments for luxury brands in 2025.

According to iFans, iClick’s Xiaohongshu analytics platform, engagement about Qixi is soaring. In the past 30 days, views for the topic #七夕礼物 (Qixi Gift) surged by 70M, while Qixi-related keywords amassed over 12.7M engagements¹. And the biggest shopping weekend for Qixi has yet to come. The spike highlights how popular Qixi remains— especially as consumers seek meaningful gifts to mark the occasion.

Trending Luxury Trends on Xiaohongshu for Qixi

Celebrity Influence Takes Center Stage

Celebrity-led collaborations continue to drive high visibility for luxury Qixi campaigns. On iFans, the top-ranking business notes by engagement over the past month include:

1. DeBeers × 檀健次 (Tan Jianci) – 是你送我的🎁吗? (Did You Get Me This Gift?) (13K)
2. Rado × 檀健次 (Tan Jianci) – 我的七夕心意 (My Special Thought for Qixi) (13K)
3. Burberry × 张婧仪 (Zhang Jingyi) – 一点小浪漫❤️ (A Touch of Romance) (3.5K)

These campaigns leverage the popularity and credibility of brand ambassadors to boost awareness, create emotional resonance, and connect with younger audiences on Xiaohongshu during the Qixi festival.

Self-Love Narratives Gain Traction

Luxury houses are also pushing creative boundaries. Tiffany introduced a self-love narrative with its Tiffany Lock necklace, supported by a short film featuring 唐嫣 (Tang Yan), 张若昀 (Zhang Ruoyun), and 钟楚曦 (Zhong Chuxi). The campaign explored self-reflection and the idea that “loving yourself is the beginning of loving others,” resonating strongly with younger Chinese luxury consumers seeking personal empowerment². Similarly, Gucci also expanded the definition of love, featuring 文淇 (Wen Qi) and 宋威龙 (Song Weilong) in a film that celebrated friendship, connection, and inclusivity alongside romance².

Why Qixi Matters for Luxury Marketing

Qixi is a powerful festival that blends emotional expression with a strong culture of gifting, reflecting how modern Chinese luxury consumers embrace both tradition and evolving personal values. For brands, it’s a golden opportunity create culturally resonant stories,  strengthen connections, and drive sales during this key moment

Partner with iClick to Make Your Brand Part of the Love Story this Qixi

Harnessing real-time data from iFans, brands can identify trending content, optimize influencer partnerships, and design campaigns that resonate deeply with the Chinese luxury consumer on China social media. We help you turn cultural moments into marketing success.

Looking to make your brand part of the Qixi conversation?
Connect with iClick to unlock Xiaohongshu’s full luxury marketing potential with our data-driven iFans solution.

Sources:
1: iClick’s iFans platform, August 2025
2: https://jingdaily.com/posts/when-qixi-meets-modern-love-languages

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