As the New Year and the Spring Festival approach, the gold market in Shenzhen City, south China's Guangdong Province, is experiencing a peak seasonal demand.
Shuibei market, a gold jewelry manufacturing and trading hub in Shenzhen, consumer flow and gold sales are both seeing a spike.
With international gold prices lowered recently, some traditional retail gold stores have seen prices drop below 800 yuan (more than 109 U.S. dollars) per gram.
At Shuibei market, gold prices even have come down to 622 yuan (more than 85 U.S. dollars) per gram.
The price drop, combined with the approach of holidays, has sparked a rush in the gold market.
On weekends, the market has been buzzing with activity, drawing crowds of eager shoppers.
"The foot traffic has increased by about 40 percent compared to last month. Especially on weekends, the crowd is so large that some salespeople struggle to keep up with demand," said Wu Qian, a gold retailer at Shuibei market.
Despite the price adjustment, consumers remain cautious about purchasing large-weight gold items.
As a result, small-weight gold jewelry has become more popular. Additionally, gold pieces featuring the snake -- the zodiac sign of 2025 -- are trending, with many wholesalers crowded with retailers from across the country.
"I'm here mainly to buy the 12 Chinese zodiac animal-themed bracelets, especially the ones featuring the snake. Besides that, I'll also be picking up related products like necklaces, pendants, earrings, and rings," said a retailer from southwest China's Sichuan Province.
Shenzhen's gold market sees consumption upsurge
The 2026 Qixi Festival Gala, produced by China Media Group (CMG), got underway at 20:00 Beijing Time on Wednesday, marking the annual celebration of one of China's oldest and most cherished traditional festivals.
The Qixi Festival, also referred to as the Chinese Valentine's Day, falls on the seventh day of the seventh month on the Chinese lunar calendar. It dates back more than 2,000 years and was inscribed on China's national intangible cultural heritage list in 2006.
The festival's enduring romantic association stems from the legends of the cowherd Niulang and the weaver girl Zhinyu, star-crossed lovers separated by the Milky Way who are permitted to meet only once a year when a flock of magpies forms a bridge across the heavens.
In ancient China, young women celebrate the festival by praying to Zhinyu for clever hands and domestic talents. Today, couples usually spend the day by exchanging gifts and many partners choose this auspicious date to register their marriages or hold collective traditional weddings.
This year's gala centered on the motif of a bridge, linking ancient myth with contemporary life.
A travelogue performance themed around the mythological bridge ran through the entire event, which featured songs, dances, traditional operas and ballet.
A highlight of the gala was a micro-film which explores shared Qixi customs between people from the Chinese mainland and Taiwan.
Among the evening's touching highlights was a short film featuring the enduring romance of 88-year-old Chinese radar technology expert Ben De, recipient of China's 2026 State Preeminent Science and Technology Award, and his wife. The award is the nation's highest honor for scientific and technological achievement.
This year's gala centered on co-creation, featuring segments with real couples from across the country to jointly celebrate the millennia-old traditions through contemporary expressions of love.
CMG airs special TV gala to celebrate China's 2,000-year-old love festival
