November 11 has been celebrated as Singles' Day in China since the 1990s, chosen because of its 11/11 - four singles in a row. Originally, it was a joke festival when singles were teased about being unable to find a partner, but gradually it became a chance for commiseration and comradeship.
However, it's gradually turned into another chance to shop. This year, several e-commerce companies such as 360buy, Tmall and Dangdang have already launched their shopping promotions ahead of time.
Unlike Valentine's Day, the singles' shopping festival welcomes everybody, no matter whether single or married. This makes it clear that it is an ordinary price war wearing the cloak of emotional consumption. If you search for "Singles' Day" on the Internet, what pops up is not tips to flourish on your own or parties where you can meet a potential Mr or Ms Right, but news about the battle of the online shopping malls.
Chinese have long been embracing Western festivals. The amounts that Chinese spend on these festivals are much greater than those of traditional Chinese festivals such as Qixi, the "Chinese Valentine's Day." But the popularity of all these foreign festivals is not just because they meet the emotional needs of the Chinese public, but also that businesses heavily promote them.
Landmark building should respect the public's feeling
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