For Qixi Festival (Chinese Valentine’s Day), Tmall Luxury opened a temporary floral café on Yanqing Road in Shanghai, creating a themed space with flower arranging and coffee-making experiences. Visitors could choose flowers arranged on-site by florists and receive festival cards, while guest “store managers” appeared as baristas. Lifestyle items from brands such as Wedgwood, Alessi, and Georg Jensen were displayed. The initiative reflects how luxury retailers are repositioning traditional festival marketing to emphasize lifestyle and emotional connection. Over 200 luxury brands now debut products on Tmall Luxury, including Coach, MCM, Alessi, and Baccarat.