Romantic words on shopping malls and various gifts during the Qixi Festival get lovers' attention, but many cultural experts frown on the promotions.

"The current theme of the Qixi Festival, falling on the seventh day of the seventh lunar month every year, is known as "Chinese Valentine's Day", with a focus on love, but that theme is quite different from the traditional customs of that day," said Ye Shuxian, vice-president of the China Society for the Study of Folk Literature and Art.

"Many young people know little about the traditions, and are only interested in business promotions on love, making me feel sad for them and the fading of traditions."