Qixi is the last of the three romance-centric special days celebrated in China each year, after Valentine’s Day in February and “I Love You Day” on 520. This year, many brands opted for smaller campaigns, either in the form of videos or photoshoots featuring brand ambassadors. However, Spanish luxury fashion house Loewe has not only launched a capsule collection for the occasion but also released a microdrama series this Qixi.
Loewe, ever on the forefront of localisation in China, took up the format of microdrama marketing this Qixi. The vertical short-form series features five episodes, each lasting 45 seconds. The series is titled “Say yes to love” (鹊定爱). The Chinese title is a play on “确” (to confirm) and “鹊” (magpie), which are both pronounced “que”. Magpies are known in the Qixi myth for forming a bridge over the Milky Way (a river in Chinese mythology) for the star-crossed lovers, Weaver Girl and Cowherd, to meet each year.
The series is written by Loewe’s cultural advisor Qin Wen, and stars actress Chen Duling (陈都灵) and actor Chen Zheyuan (陈哲远) and tells a story of encounter and a budding romance, with a Loewe magpie bag charm as the key item in the story. Alongside the bag charm, the capsule collection also includes apparel and bags.
Microdrama continues to boom in 2025, not just as a content format but as a branding and marketing tool. In the first four months of the year, there were 153 new branded microdrama series in China, nearly half of which were first timers. Loewe, as a luxury brand, of course risks diluting its brand image with microdrama, as it is often associated with low production value and shock value in the story.
However, the simple love story, with artistic direction from Loewe, resembles more a vertical video campaign with narrative than a luxury microdrama. This is also likely why it features A-list actors, to avoid being called a microdrama and instead be seen as an “original series”.
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