The May 20 Double Seventh Festival (Qixi Festival), also known as Chinese Valentine’s Day, is a traditional Chinese festival based on a romantic legend about a weaver girl and an oxherd. May 20 has a phonetic connection to the phrase “I Love You” in Mandarin and is a much-anticipated date in the Chinese calendar, especially for millennials and Gen Z. Traditionally this date is celebrated by people gifting each other and enjoying experiences together—today, the notion of “love” takes on a wider significance.
Wendy Yu, a leading fashion financier, entrepreneur, philanthropist, and founder and Artistic Director of Yumee, shared insight on the holiday: “Self-love and sharing love in our communities has never been more relevant, and I think this is why our Chinese “I love you day” has become so popular. After such a challenging period around the world and so much isolation, it’s a day that brings joy and people together.”
520 Chinese Valentine’s Day has become an integral part of brands’ China promotional marketing calendars, leveraging the theme of “love” with traditional Chinese elements and trending social media topics to capture the gift-giving opportunity associated with the holiday. The gift economy in China is constantly evolving as e-commerce platforms provide convenience in the purchasing of gifts, but they are also marketing machines leveraging holidays to drive sales. According to Azoya, the willingness to send gifts during China’s Valentine’s Day gift-giving will reach 82% in 2021.
Yu launched Yumee as a globally positioned luxury makeup brand with the aim of leading the next generation of Chinese beauty, where modern makeup marries elevated artistry with the kind of skin-improving performance expected from cutting-edge skincare. Yumee launched in Mainland China on RED on February 5, 2020, followed by WeChat and Tmall.
In celebration of Chinese Valentine’s Day, Yumee launched a limited-edition Yumee x Jason Wu Beauty Clutch containing a set of six signature Tassel Matt Lipsticks in a Jason Wu Beauty Clutch that reflects a shared feminine, refined, and sophisticated ethos between the two founders. The product design conveys the sophistication and style synonymous with high fashion; intricate gold and environmentally friendly faux leather (derived from biomass) detailing are reminiscent of haute couture leather goods. The charms and oversized tassels turn the products themselves into highly desirable fashion accessories fit for a dressing table or handbag.