Qixi Festival
Campaign
Qixi Festival is the Chinese Valentine's Day. The festival is based on a myth which a man and a fairy fell in love, but separated by the God. The Festival itself was a day for women to celebrate weaving skills. Starting from 2001, a Chinese fashion company "HoDo" held "HoDo Qixi Festival" to expand their brand, and created a unique Chinese Valentine's Day. However, as I see the Qixi Festival and the story behind it now becomes a tool for the companies in commercial purpose. Even in the past, the myth is also an efficient way for the king to make people work hard. Qixi Festival is not someone's tool, and we should enjoy the festival itself. Therefore, I created this project to show how myth is controlling people and what we are going to do.
