Fortunately, some couples have realized that they should not blindly follow the crowd or be misled by promotions, because what The Cowherd and the Weaver Maid signifies is love "until death do us apart". Hence, true love should never be polluted by material consumption and commercialism.

According to an online survey conducted by Sina.com in 2013 on people's opinion on campaigns against Valentine's Day, as many as 44.5 percent respondents supported such activities because they had "become sick of... festivals inundated with too many commercial elements".

Indeed, it is necessary to adapt to the changing times. It even makes sense to make traditional festivals a part of people's lifestyle in these modern times by giving them a slight commercial twist. By the way, which festival doesn't have a slight commercial twist?

Business and traditional festivals have not only co-existed for centuries, but also given full play to each other. During recent Spring Festivals, for example, temple fairs have become important platforms for the display of folk arts and customs, such as Chinese paper cutting and shadow play.

But the commercial twist should be aimed at carrying forward traditions and customs, and not at compelling people to spend beyond their means to keep up with the Joneses and fill the pockets of unscrupulous businesspeople. If not, businesses may flourish, but traditional festivals like Qixi will lose their meaning.

The author is a writer with China Daily. xiaolixin@chinadaily.com.cn

(China Daily 08/02/2014 page5)