In August 2025, Tiffany & Co. launched its Qixi Festival campaign under the theme “我，是爱的主语(I Am the Theme of Love)”, combining online videos, social media activations, and celebrity dialogues to reshape how young Chinese consumers perceive romance. Rather than positioning Qixi purely as a day of romantic gestures, the campaign reframed the festival around individuality, self-recognition, and the value of “I” within love. Tiffany collaborated with leading media platforms and invited brand ambassadors Tang Yan and Zhang Ruoyun to participate in dialogues, exploring the role of self-love and personal growth in relationships. The campaign rolled out a series of short films and multi-perspective storytelling formats, highlighting the intersection of love, identity, and cultural resonance.
- Reframing romance with individuality: By tapping into the current focus on female empowerment and shifting the narrative from external romance to self-recognition, the campaign not only gained significant visibility and consumer attention but also shaped a resilient and independent brand image that aligns with contemporary consumer psychology.
- Low-Barrier Touchpoint for Emotional Storytelling: By leveraging podcasts as a low-barrier interactive format, the campaign encouraged audiences to share their personal stories of “growth and transformation through love.” This not only fostered deeper engagement and organic word-of-mouth dissemination but also enriched the brand’s narrative with authentic user voices, creating a stronger emotional resonance and sense of community around the campaign.
- Cultural localization of global luxury: By aligning the festival activation with China’s traditional Qixi and astutely recognizing that the festival not only serves as a “Chinese Valentine’s Day” but also carries the meaning of blessing women’s career success, Tiffany integrated the theme of self-identity. In doing so, the brand localized its global values and strengthened its emotional connection with younger audiences.
