A Must-Read for Foreign Trade Professionals | Which Overseas Clients Celebrate Chinese Valentine's Day? How to Send Warm and Professional Chinese Valentine's Day Greetings to Your Clients?

Qixi Festival (Chinese Valentine's Day) originates from the ancient Chinese legend of the Cowherd and the Weaver Girl. Variations and similar festivals are common in East Asia and regions influenced by Chinese culture; overseas Chinese communities also celebrate or are informed of the festival. How can you send Qixi Festival greetings to your overseas customers, including which countries' customers appreciate Qixi Festival greetings, when to send them, and how to send them? Save this article for yourself!

1. Which countries/regions celebrate Qixi Festival?

1. Mainland China/Taiwan/Hong Kong/Macao

   • Is it suitable for sending: Definitely suitable (high acceptance).

   • Suggestion: Use Chinese + English short translation; Channel priority: WeChat/email/Line (Taiwan)/phone greetings.

2. Japan - "Tanabata/Tanabata (たなばた)"

   • Essentially a variation of the same legend (called Tanabata).

   • Recommendation: For Japanese customers , it's best to use "Tanabata" (七夕) and incorporate local customs (such as the imagery of writing short wish notes). English greetings are welcome, but adding a short Japanese greeting is a bonus. Channel: Email or LINE (if commonly used).

3. South Korea — "칠석Chilseok (Chinese Valentine's Day)"

   • Derived from a similar legend, using Chilseok/Qixi to show understanding and respect for Korean customers. Channel: Email / KakaoTalk.

4. Vietnam — Thất Tịch (Chinese Valentine's Day)

   • There are also corresponding festivals and folk customs. For Vietnamese customers, calling it "Thất Tịch" will be understood. Channels: Email / Zalo / WhatsApp.

5. Singapore/Malaysia/Indonesia/Thailand/Philippines and other Southeast Asian countries (Chinese communities)

   • Celebrations and blessings are often received within mainstream Chinese communities ; a direct message of "Happy Qixi" is appropriate for Chinese customers in these regions. Channels: WeChat, WhatsApp, and Email.

6. Europe, America, Australia, Canada, the United Kingdom, etc. (overseas Chinese communities & individual customers)

   • Many overseas Chinese celebrate Qixi Festival; non-Chinese customers are often unfamiliar with it. For non-Chinese customers, you can:

     • Option A: Do not send (if the client is not familiar with Chinese culture or the communication is formal).

     • Option B: Treat it as a "cultural festival blessing" and send a casual blessing with an explanation (emphasizing cultural exchange and gratitude).

7. Summary and judgment

   • It is strongly recommended to send to: Taiwan, Hong Kong, Macau, Southeast Asian Chinese customers, Singapore, Malaysia, and Chinese customers.

   • Send with care (localization) : Japan, Korea, Vietnam - use the corresponding local name (Tanabata/Chilseok/Thất Tịch) and polish with local cultural elements.

   • Optional but requires explanation : European, American, Latin American, and non-Chinese customers - share only as a cultural concern or brand story, without strong promotional intent.

2. When to send? (Timing and rhythm)

• The morning of the holiday (9:00–11:00 AM local time) : Best—send the greeting during work hours so it’s easily seen and not overly intrusive.

• 1–3 days before the holiday : If you’re planning on giving gifts (in-kind or flowers) or arranging promotions/discount codes, it’s safer to give 2–3 days’ notice (taking into account logistics/time zone differences).

• Evening of the festival : Suitable for more intimate/consumer market customers (B2C) or social media posts, but B2B recommends sending during the day for a more professional look.

• Summary : B2B/foreign trade customers prefer to choose "morning of the holiday (local time)" or "1-2 days before the holiday (if physical gifts/logistics are included)."

3. Which channel should be used for delivery? (Prioritize by country/scenario)

• WeChat : The first choice for Chinese customers in mainland China, Hong Kong, Macau, Singapore and Malaysia.

• Email (Company Email) : The most formal and suitable for all countries (especially B2B). This is preferred for formal greetings to clients/agents/suppliers, including gift notifications.

• WhatsApp / Telegram / Viber : Commonly used by Southeast Asian & Western customers.

• LINE : Commonly used by users in Japan, Taiwan and Thailand.

• KakaoTalk : Korean customers.

• Zalo : Vietnamese customers.

• LinkedIn : For Western B2B networks/display-type greetings (public but professional), suitable for official company accounts to post company greetings.

• Mail/Gifts : If there is a physical delivery (sample/gift box/greeting card), the email will first notify and confirm the receiving address and customs restrictions.

4. Who should I send it to (which customers will particularly appreciate it)?

Priority from high to low:

1. Clients with Chinese/Chinese-speaking backgrounds (regardless of country)

2. Customers from or in Japan, South Korea, Vietnam, Taiwan, etc. (local names are more appropriate)

3. VIP customers with long-term cooperative relationships or who have just completed a transaction (a small gift is more meaningful)

4. B2C distribution/retail customers (marketing activities available)

5. Clients who are not Chinese but are interested in Chinese culture (cultural concern)

6. It is not recommended to send overly personalized holiday greetings to completely unfamiliar cold chain sales lists (it is easy to be marked as spam)

5. How to Write (Tone, Length, Personalization) — Key Principles

1. In business settings, keep it short, warm, and professional (avoid overly romantic expressions).

2. Put "thanks/cooperation/wishes" first instead of using holidays as an excuse to push products.

3. Personalize at least one message (e.g., mention a last project/shipment/meeting highlights).

4. Localized terms : Tanabata for Japan, Chilseok for Korea, Thất Tịch for Vietnam; and "Happy Qixi Festival/Chinese Valentine's Day" for Chinese customers.

5. Avoid gender and relationship assumptions (e.g., don't write "Wishing you and your significant other..." unless you know each other very well).

6. Compliance : Bulk marketing requires the consent of the other party (especially EU/UK customers), and an unsubscribe link or instructions on how to no longer receive holiday marketing should be placed at the bottom of the email.

6. High-quality English greetings that can be directly copied

(Classified by scenario - each one can be directly sent to email/WeChat/WhatsApp)

Instructions: Replace the square brackets with the corresponding information ([Name], [Company], [Product], [YourName], etc.). A Chinese translation is attached after each entry for quick understanding and secondary localization.

A. Formal / Business-to-Business (short, suitable for email subject + body opening)

Subject: Warm wishes for Qixi / Tanabata from [Your Company]

Email body (short):

Dear [Name],
Wishing you a joyful Qixi (Chinese Valentine's Day). Thank you for your continued partnership — we look forward to more success together.
Best regards,
[Your Name], [Company]

English: I wish you a happy Chinese Valentine's Day. Thank you for your continued cooperation and we look forward to continued win-win cooperation.

B. Formal + a touch of personality (suitable for long-term customers, VIPs)

Subject: Happy Qixi — A small thank you from [Company]

Body:

Dear [Name],
Warm wishes on Qixi (Chinese Valentine's Day). As a small token of our appreciation for your trust in [Company], we've arranged [small gift/discount/sample — if any]. Please let us know the best delivery address. Wishing you a peaceful and joyful day.
Sincerely,
[Your Name]

English: Happy Chinese Valentine's Day. We have prepared a small gift to express our gratitude (if any). Please let us know the delivery address.

C. For Japanese customers (using Tanabata)

Subject: Best wishes for Tanabata from [Company]
Body:

Dear Mr./Ms. [Surname],
Wishing you a pleasant Tanabata. May your wishes come true this season — and thank you for your continued partnership.
Kind regards,
[Your Name]

(You can add a Japanese phrase to show your sincerity, such as "七夕おめでとうございます。" — If you're unsure about the grammar, have a colleague who speaks Japanese check it first.)

English: Wishing you a happy Tanabata. Thank you for your cooperation.

D. For Korean customers (using Chilseok)

Subject: Warm Chilseok Wishes from [Company]
Body:

Dear [Name],
Wishing you a peaceful Chilseok. Thank you for your partnership — we hope to continue building great results together.
Best,
[Your Name]

English: I wish you a happy Chilseok and thank you for your cooperation.

E. For Vietnamese customers (use Thất Tịch)

Subject: Happy Thất Tịch — Warm wishes from [Company]

Body:

Dear [Name],
Sending warm wishes for Thất Tịch. We appreciate your trust and look forward to continued cooperation.
Regards,
[Your Name]

English: I wish you a happy Qixi Festival (Thất Tịch). Thank you for your trust and look forward to our continued cooperation.

F. For Western/non-Chinese customers (cultural, non-romantic)

Subject: Warm wishes from [Company] — Today is Qixi (Chinese Valentine's Day)
Body:

Hi [Name],
Today marks Qixi — a traditional Chinese festival that celebrates meeting, gratitude and good wishes. Wishing you a pleasant day — and thank you for working with us. Looking forward to our next project.
Best,
[Your Name]

English: Today is Qixi Festival, a traditional Chinese festival. I would like to express my greetings and thank you for your cooperation.

G. WhatsApp / WeChat Flash (very short)

• “Happy Qixi! Wishing you a joyful day. — [YourName/Company]”

• Example in Chinese: “Happy Chinese Valentine’s Day! Have a great day — [Company]”

H. Products/Marketing (Use with caution and with user permission)

Subject: Qixi Special — A small offer for our partners

Body:

Dear [Name],
To celebrate Qixi, we're offering a limited partner discount on [product] — valid until [date]. No pressure — just a thank-you from our team. If interested, reply and I'll send details.
Regards,
[Your Name]

(Be sure to clearly indicate opt-out at the bottom of the email, and only send it if the recipient has agreed to receive promotional information)

I. LinkedIn Company Post (Public, Professional)

Today is Qixi / Tanabata — a time for gratitude and wishes. Thank you to our partners around the world for your trust. We look forward to building more great things together. #Qixi #Tanabata #Partnership

7. Email Subject & Preview Text (Practical Sentences to Increase Open Rates)

• Subject (Higher Opening): Warm Qixi Wishes — Thank you, [Name]

• Subject (more formal): Best wishes on Qixi from [Company]

• Preview text: A small note to thank you for your partnership — wishing you a joyful Qixi.

8. Form-based submission process (a 6-step SOP that foreign trade professionals can follow directly)

1. List screening : Mark by country/language/cultural background (Chinese/non-Chinese, what channel is used).

2. Information preparation : prepare personalized fields (name, last point of cooperation, whether the gift is mailed, etc.).

3. Copywriting selection : Choose the appropriate template from above and localize it (if using Japanese/Korean/Vietnamese, find someone to proofread it first).

4. Channel confirmation : Priority channels (WeChat/Email/WhatsApp/LINE/Kakao/Zalo).

5. Time scheduling : Arrange for dispatch between 09:00-11:00 on the customer's local holiday time (or two days before the holiday if logistics is included).

6. Follow-up : Respond promptly to replies; if a gift is promised, follow up on the logistics and provide the tracking number.

9. Taboos and precautions (must be kept in mind)

1. Avoid overly romantic or gender-assuming language (avoid “with your significant other…” in B2B scenarios).

2. Use the right cultural names : Say Tanabata to Japanese customers instead of forcing the English translation of "Qixi" (Chinese Valentine's Day); say Chilseok to Korean customers. Mixing the two can easily appear unprofessional.

3. Don't turn your greetings into a hard sell (holiday greetings are primarily an expression of gratitude and care).

4. Compliance with bulk emails : Commercial emails in the EU/UK and other regions are affected by GDPR/PECR, and bulk promotions require compliance and unsubscribe options.

5. Language Proofreading : Don’t rely solely on the odd wording introduced by machine translation; hire a native-speaker proofreader when necessary.

6. Customs and taxes for gifts : When shipping across borders, be aware of the destination country's customs restrictions, tariffs, and whether the recipient is willing to bear import taxes. It's best to inquire about the destination address and policies in advance.

7. Avoid religious/political contexts : Holiday greetings should not touch on religious or politically sensitive content.

8. Don’t overuse emojis : Use minimal or only subtle emojis (✨, 🎋, 🌟) in business emails, and avoid excessive use of heart-shaped or affectionate emojis (💏, 😘).