China’s annual Qixi Festival, often described as the nation’s own Valentine’s Day, sparked a nationwide surge in weddings and romantic celebrations on August 29, coinciding with the seventh day of the seventh lunar month.

In Shanghai, marriage registration offices were overwhelmed by demand.

In Changning District, online booking slots for wedding registrations — the highest in years — were fully reserved within seconds, underscoring the popularity of the day as an auspicious occasion for couples.

In Guangzhou, Guangdong Province, 15 couples took part in a mass wedding held atop an outdoor platform 50 meters above ground at the Guangzhou Tower.

The ceremony, filled with applause and affection, highlighted the symbolic importance of the festival for many newlyweds.

The flower markets in Kunming, Yunnan Province, were equally lively.

Demand for roses, carnations, and sunflowers surged, driving prices up more than tenfold.

A standard 20-stem bouquet that usually sells for 10 yuan (about 50 baht) exceeded 100 yuan (around 500 baht).

Traders attributed the sharp increase to reduced flower yields caused by unfavorable weather, with the overall fresh flower price index climbing over 60% compared with pre-festival levels.

Despite lower production, the Kunming International Flower Auction Center reported maintaining an average daily supply of more than 6 million stems, ensuring ample availability for celebrations nationwide.

The Qixi Festival, rooted in a centuries-old legend of star-crossed lovers, continues to blend tradition with modern consumer culture, reaffirming its status as one of China’s most cherished celebrations of love.