Qixi in the gameverse: A growing trend among Chinese titles

On August 29, 2025, JX3 Online celebrated the Qixi Festival—China’s Valentine’s Day—during its 16th anniversary carnival, featuring a public in-game marriage proposal witnessed by hundreds on-site and thousands online. Other major games, including Genshin Impact, Honor of Kings, and Delta Force: Hawk Ops, also launched Qixi-themed content, blending festive storytelling with monetization in what is called the “festival economy.” For players, these events foster real-life connections and engagement, with some experiencing traditional celebrations virtually for the first time. JX3’s approach highlights how cultural traditions are being reimagined in digital spaces and influencing both community life and China’s gaming economy.

Credit: CGTN