On August 29, 2025, the Qixi Festival, widely regarded as China's Valentine's Day, took center stage in JX3 Online, one of the country's longest-running massively multiplayer online role-playing games. During its 16th anniversary carnival, a player proposed to his longtime in-game partner before a cheering crowd, a moment witnessed by hundreds on-site and thousands online. The scene underscored how JX3's Jianghu – famed for its immersive world and close-knit community – continues to forge real-life bonds and milestones.

This year, JX3 was not alone in weaving festival traditions into gameplay. Blockbuster titles like Genshin Impact, Honor of Kings, and Delta Force: Hawk Ops all launched special Qixi-themed content. These designs blend festive storytelling with monetization strategies, creating what industry observers call the "festival economy" within games.

For players, the meaning goes far beyond seasonal spending. "I really enjoy celebrating Qixi with my friends in JX3. The themed quests make the festival feel alive. Honestly, before playing this game, I never celebrated Qixi at all," said Mo Dao, a long-time JX3 player.

By reimagining the Qixi Festival for a digital generation, JX3 illustrates how traditional culture can thrive in virtual spaces. The themed events highlight the growing role of festivals in shaping both community life and the "festival economy" within China's gaming industry.

(Cover and background music courtesy to JX3)