2025 Valentine’s Day in China has evolved into a crucial moment for luxury brands to engage consumers and capture a share of the country’s booming gifting economy. The market has grown significantly, surging from $111 billion in 2018 to $170 billion in 2022, with projections reaching $225 billion by 2027. As romantic gift-giving continues to shape spending habits, luxury maisons are leveraging bespoke services and digital strategies to create highly personalized and emotionally resonant experiences.
Bespoke Luxury: Elevating Emotional Value
Luxury brands are increasingly turning to customization to enhance the sentimental value of their products. Personalization services not only add exclusivity but also forge a deeper connection between consumers and their purchases.
Chaga , Chinese Tea shop brand
Cartier’s Engraved Red Box: A Digital-First Approach
Cartier, a brand synonymous with timeless romance, has reintroduced its signature “Red Box” engraving service on its Tmall flagship store for Valentine’s Day purchases. Customers can now personalize rings and necklaces with bespoke engravings, making each piece a unique declaration of love. By integrating this service into China’s leading e-commerce platform, Cartier ensures seamless accessibility for digital-first luxury shoppers.
Chaumet’s Custom Embossing: A Symbol of Everlasting Love
Similarly, Chaumet has launched a custom embossing service for its iconic blue boxes, allowing customers to inscribe their partner’s name or a meaningful message. This initiative transforms the packaging itself into a keepsake, reinforcing the emotional significance of the gift.
These efforts align with a broader industry movement where experiential luxury—beyond the product itself—has become a key driver of consumer engagement.
Lancome for this special day, nice packaging for your valentine
Social Media: The Powerhouse of Luxury Gifting in China
Beyond product customization, social media plays a pivotal role in amplifying Valentine’s Day campaigns. Luxury brands are leveraging platforms such as WeChat, Weibo, Xiaohongshu (Little Red Book), and Douyin (China’s TikTok) to create buzz and enhance their digital presence.
WeChat Mini-Programs: Seamless Shopping & Engagement
Brands like Cartier and Chaumet have integrated WeChat Mini-Programs into their Valentine’s Day strategy, allowing consumers to browse, customize, and purchase directly within the app. These mini-programs offer a frictionless shopping experience while enabling brands to collect valuable consumer insights.
Rednots : Xiaohongshu: Storytelling & Influencer Collaborations
- Weibo: Luxury maisons are launching dedicated Valentine’s Day campaigns with branded hashtags, interactive posts, and giveaways to drive engagement.
- Xiaohongshu: Influencer partnerships on this lifestyle-driven platform are essential for word-of-mouth marketing, with KOLs (Key Opinion Leaders) sharing personal gifting experiences and luxury unboxings.
Douyin: The Rise of Short-Form Video Commerce
Douyin has become an influential platform for luxury marketing, with brands creating high-production, storytelling-driven videos that showcase romantic gifting moments. Features like livestream shopping events and virtual consultations help bring a high-touch luxury experience to China’s younger digital consumers.
Conclusion: The Future of Luxury Gifting in China
As Valentine’s Day continues to drive luxury spending in China, brands must innovate beyond traditional offerings. Personalization, digital engagement, and social commerce will remain the cornerstone of successful luxury marketing strategies. By seamlessly blending bespoke services with e-commerce and social media integration, brands like Cartier and Chaumet are not only celebrating love but also solidifying their place in China’s expanding luxury gifting economy.