For Chinese Valentine’s Day, Creating Nuanced Campaigns Wins the Day

SHANGHAI — Chinese Valentine’s day, or Qixi Festival, is the third love-themed festival in the China market, after the real Valentine’s Day and 520.

Qixi stems from the Han Dynasty mythology that celebrated the tale of the Cowherd and the Weaver Girl, who could only reunite on the Milky Way once a year.

From early July to Aug. 4, which is the day of Qixi Festival, top luxury brands gradually released Qixi capsules and visuals that bring…