It’s no secret that WeChat is becoming a prominent channel for luxury brands to reach out to the Chinese population by creating online campaigns. For this year’s Qixi Festival—China’s version of Valentine’s Day—brands have a new trick up their sleeves for online marketing: WeChat mini programs.

As Chinese Valentine’s Day approaches, over twenty brands, including names like Dior, Prada, Louis Vuitton, Burberry, and Gucci launched their mini programs for limited-time and special-edition sales during the festival, according to local media. On July 25, Dior led the race by offering a special Qixi edition of Dioramour handbag on its official WeChat account. It then offered a limited number of Lady Dior handbags through its mini program on July 31. The campaign gained popularity among Dior fans with the handbag currently sold out.

The Qixi or Double Seventh Festival, which falls this year on 17th August, is celebrated on the seventh day of the seventh lunar month as China’s Valentine Day by the younger generation. Unsurprisingly, the gift-giving tradition turns the Festival into a retail extravaganza where luxury brands thrive.

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Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.