The landscape of May 20, China's version of Valentine's Day, is changing. As the once-booming "520 bump," symbolized by bouquets, pricey gifts, and reservations at upscale restaurants, loses steam, a "decline in love-proof posts" has become a hot topic on Chinese social media (SNS). Observers say the trend reflects weaker spending amid an economic slowdown and shifting values among young people.
In China, May 20 is a representative lovers' day. It originated from the Chinese pronunciation of the number 520, "wu er ling," which sounds similar to "wo ai ni" (我爱你, I love you). Every May 20, it became popular for couples to give bouquets, jewelry, and luxury goods as gifts, or to send a hongbao (红包, online transfer) of 520 yuan (about 115,000 won) to convey the meaning of "I love you." SNS feeds would fill with proof photos, powering what is known as the "romance economy."
However, on the night of the 20th, the keyword "Why have 520 proof posts decreased on SNS" hit No. 1 on Weibo's (微博) real-time trending list. Users, posting with that hashtag, reacted by saying things like they did not want to pay the "romance tax," where flower prices and restaurant tabs become unreasonably expensive every May 20.
Behind this shift in mood is China's weakening consumption. According to the National Bureau of Statistics of China, April retail sales rose just 0.2% from a year earlier, the lowest growth rate since December 2022. The result fell well short of market expectations for 2% growth. Notably, sales increased at convenience stores and supermarkets, which cater to low-priced consumption, while sales declined at department stores and brand-name specialty shops, which focus on higher-end goods. With the property slump and youth job woes persisting and consumers starting to close their wallets, the once-quintessential conspicuous spending of the "520 bump" is also seen as losing its old luster.
Trends in gold jewelry, a typical gift category for couples, are also shifting. According to the China Gold Association, China's gold accessory consumption fell 37.1% in the first quarter from a year earlier, while consumption of gold bullion and gold coins surged 46.4%. The data suggest a stronger tilt toward investment-oriented spending for asset growth rather than purely decorative consumption. A jewelry shop representative told local outlet Sina Finance and Economics that "in the past, young people bought gold necklaces or rings to give as gifts, but these days they think it's more practical to buy gold bullion for the same price."
Online, reactions also highlighted changing values among the young. Many feel fatigued by a culture of flaunting relationships with expensive gifts and SNS proof posts, and a mood that prizes everyday satisfaction and practical spending is spreading.
One Weibo user wrote, "The reason 520 proof posts have disappeared online is that couples realized it's better to sit comfortably on the couch and eat something tasty than to exchange expensive gifts," while another wrote, "Carefully staged couple photos or competitive money transfers feel like waste just for SNS showmanship." Other comments included, "I don't feel any envy even when I see couples dating or getting married. Online displays of affection seem to have lost their meaning," and, "People these days don't even want to go on dates—why would they celebrate 520?"
Memes that self-mock the young generation's reality toward 520 are also spreading online. Search 520-related keywords on Chinese SNS and you'll more often see images with phrases like "What is 520? Work 5 days, work overtime 2 days, rest 0 days," and "Don't ask what I'm doing on 520—I have to go to work," which are shared widely and striking a chord, rather than photos showing off gifts for partners.
Sina Finance and Economics said, "The market has long stoked couples' commemorative-day spending, but young people now seem no longer responsive to this approach," adding, "For the young, artificial commemorative days like 520 are gradually losing their appeal."