How did luxury brands perform this Qixi, China’s traditional Valentine’s Day? In September 2025, DLG (Digital Luxury Group) partnered with Re-Hub to unveil six definitive rankings across both social media and e-commerce, offering a clear picture of which brands stood out at this key marketing milestone.

In contrast to 520 earlier this year, Qixi faced less disruption from overlapping promotions. This allows luxury brands to communicate with their audiences in a less crowded environment, executing campaigns without being forced to compromise between sales activation and brand building.

As a result, this year’s Qixi carried a more positive tone. Both e-commerce performance and UGC volume on RedNote showed signs of stabilization, signaling a renewed consumer interest in luxury and a rediscovery of the importance of local marketing milestones. At this tipping point, brands that seize the opportunity and refine their approach are best positioned to benefit.