A caricature illustrates the classic Chinese mythology of the weaver girl and a cow herd boy. [Photo: weibo.com]

Today marks this year's Qixi Festival, also known as the Double 7th festival or the Chinese Valentine's Day.

The festival falls on the 7th day of the 7th month of the traditional lunar calendar.

With a history of 2,000 years, the holiday is based on a classic Chinese mythology of the weaver girl and a cow herd boy.

Since their love was forbidden, they were separated by the Milky Way and could only meet once a year on double 7, when magpies would form a bridge for them to cross.

To help lovebirds around China to celebrate, a new romantic film named "Begin Again" opens in Chinese theaters today.

Directed by famed director Guan Jinpeng, the film centers around a love story between a South Korean visiting student and a Chinese girl.

Some interesting data from e-commerce provider Tmall, this year's flower sales ahead of the festival, especially roses, have almost doubled from the year before, even topping the growth rate seen for the February 14th Valentine's Day.

While flowers have been popular among customers who are unmarried, sales of small home appliances, such as automatic dishwashers and home beauty devices, have increased among those who are already married in the days just ahead of the festival.