Celebrating Wealth and Love: A Unique Fusion on Valentine’s Day
This year, a remarkable coincidence fell on the fifth day of the lunar calendar, a day traditionally dedicated to honoring the God of Wealth, aligning perfectly with Valentine’s Day. This dual celebration spurred a wave of innovative festivities among the youth in China, weaving together themes of love and financial fortune.
In accordance with longstanding practices of Chinese geomancy, many households diligently observe the welcoming of Cai Shen, or the God of Wealth, into their homes or workplaces on this pivotal day, hoping to attract prosperity for the year ahead. Historically, during the Spring Festival, it was common for families to display images of the God of Wealth prominently in their living spaces, praying for abundant fortune.
Instead of detracting from romantic expressions, the day enhanced them. Young people ingeniously combined Valentine’s Day traditions with the prosperity theme; chocolate wrapped in shimmering gold foil emerged as the go-to gift, symbolizing both love and the desire for wealth. Recent data revealed an explosion in chocolate sales, particularly with gold-themed packaging, seeing a staggering 20-fold increase in interest since early February. Surveys indicated an interesting trend among men, with over 40% choosing to buy two gifts this year—one for their partner and another for their mother in honor of their father.
The allure of gold as an investment has escalated among younger generations, prompting various jewelers to unveil romantic-themed gold jewelry, featuring designs with flowers and hearts specifically made for Valentine’s Day. Market analysts assert that this surge in gold consumption, driven by the convergence of romantic and wealth-focused celebrations, brings innovative energy to the gold market.
The significance of the day also led many couples to tie the knot. Despite Valentine’s Day coinciding with the Spring Festival holiday, numerous marriage registration offices remained open to accommodate couples eager to marry on this memorable date. Additionally, the rise of digital greeting cards and virtual gifts became popular, allowing lovers separated by distance to celebrate the day with their families while also observing the festival.
Interestingly, a substantial number of young internet users expressed a stronger inclination towards the celebration of the God of Wealth rather than seeking romantic partners. Social media platforms were flooded with users sharing images of their newly updated “God of Wealth” wallpapers for their electronic devices. Some young entrepreneurs set up stalls at local temple fairs, while others continued working through the holiday, viewing it as an opportunity to secure financial success.
On this vibrant day, a video from China’s Ministry of Finance drew attention on social media, prompting many netizens to comment with hopeful wishes for good fortune, humorously appealing for governmental support in their financial aspirations. Various tourist sites also hosted celebratory events centered around the God of Wealth. For instance, at the Shanghai Tower, participants dressed as the God of Wealth welcomed visitors to shower them with blessings, while window cleaners, donned as “Airborne Gods of Wealth,” descended from the summit to spread good tidings and luck to those below.
