As Valentine’s Day approaches, the excitement in China’s flower market is palpable. This holiday, embraced by young couples nationwide, has become one of the most celebrated occasions coming in from overseas. On this special day, couples express their love and commitment by sending flowers to their partners, a gesture that symbolizes loyalty and everlasting affection. This surge in romantic sentiment is giving a boost to the domestic flower market.
Liu Junyi, marketing manager at Timeless Flowers, a local flower shop in Langfang, Hebei Province, shared some insights with Beijing Review, saying that the shop had already received online orders for over 1,000 bouquets that will be delivered on the evening of February 14. Some of these bunches will go to homes, while others will surprise recipients at restaurants and entertainment venues.
“This figure have exceeded last year’s record with the festival arriving shortly after this year’s Spring Festival holiday [which ran from January 28 to February 4], and young fellows are going all out to cheer up their partners,” Liu laughed.
Roses, the centerpiece of a typical Valentine’s bouquet, are available in a wide array of colors and qualities. This year, Liu has sourced his roses from Yunnan Province in southwest China, known for its exceptional floral production.
“I ordered red, pink, champagne and yellow roses. They will be flown over on February 12—just in time for me to do some trimming and wrapping before we send them out on Valentine’s Day,” Liu added.
Yunnan spans multiple climatic zones, including tropical, subtropical and temperate regions, which allows it to grow a diverse range of flowers. The province’s mild climate, abundant sunshine and moderate rainfall throughout the year ensure high-quality blooms and stable production levels across all seasons.
Blossoming market
The flower market in Yunnan has experienced considerable growth in recent years. According to statistics from the province’s authorities, the area dedicated to flower cultivation in 2023 reached 130,000 hectares, with 23,333 hectares specifically for fresh-cut flowers. This production yielded an impressive 18.97 billion blooms, making Yunnan the leader in both quantity and sales revenue within the industry nationwide.
In 2023, the total value of the region’s entire flower industry chain exceeded 120 billion yuan ($14 billion). By the end of 2024, local government reports indicated that this figure had risen to 148 billion yuan ($20 billion).
“Yunnan has always been a suitable place for flower cultivation. In the past, small and medium-sized farmers were the main force of flower cultivation. But things are different now. Many medium- and large-scale facilities and infrastructure, as well as the latest technological and more extensive planting methods, are being promoted. This greatly enhances the cultivation standards and quality stability of the flower products in the province,” Zhang Yihao, founder of Kunming Yunshe Flower Co. Ltd., a flower enterprise in Kunming, capital of Yunnan, told China Media Group (CMG).
Yunnan has not only increased its flower supply but also intensified efforts to improve independent research and technological innovation.
Since the 18th National Congress of the Communist Party of China in 2012, the province has implemented a comprehensive plan to promote innovation within its floral industry.
This plan includes providing financial assistance and policy support to both enterprises and academic institutions engaged in flower research. To date, Yunnan has developed over 1,100 new flower varieties, with 700 of them receiving national authentication as new products. This achievement places Yunnan at the forefront of the country in terms of variety innovation capability.
Due to its stable production and superior quality, the region’s flowers have gained popularity in international markets. According to Kunming Customs, from January to November 2024, the value of Yunnan’s flower exports had surged by 34.5 percent compared to the previous year.
“Cymbidium hybridum, a high-end flower often used in Christmas decorations, is now very popular in Australia thanks to the improved varieties from Yunnan. Customers from Russia and Japan also favor the fresh-cut flowers from Yunnan,” Zhang Biao, supply chain manager at a Yunnan flower enterprise, told CMG.
“Flower export was already exceptionally robust in 2024, with a substantial increase in the number of clients from countries participating in the Belt and Road Initiative such as Russia and Kazakhstan. Compared to the same period last year, the client growth rate has exceeded 15 percent, and the order volume has increased by 20 percent,” Wang Pengcheng, production manager at a Yunnan flower enterprise, told CMG in December 2024. The Belt and Road Initiative is a China-proposed initiative to boost connectivity along and beyond the ancient Silk Road routes.
Post on lifestyle ande-commerce platformXiaohongshu, or RedNote,shows customized floral products (SCREENSHOT)
Scented success
In addition to fresh bouquets, other innovative forms of floral products are gaining popularity, including flower boxes, freeze-dried flowers and floral arrangements.
Founded in 2013, Chinese brand Roseonly specializes in creating iconic rose gift boxes using roses sourced from Ecuador. These gift boxes have a shelf life of up to one year, symbolizing “everlasting love.” Since its inception, sending high-end flower gift boxes has become a trend among young Chinese consumers. Over the past 12 years, Roseonly has expanded to 31 brick-and-mortar stores across 21 cities, and has developed a thriving online business.
Another notable domestic brand is BEAST, established in 2011, which combines modern painting trends with the expressive fashions of Paris, capital of France, in its floral offerings. BEAST excels at creating collaborative flower products with different brands, such as Panda Latte created in partnership with Chinese coffee brand Manner Coffee and the limited-edition 520 Flower Bouquet Box developed in collaboration with British premium plush toy brand Jellycat. These products have achieved remarkable success since their launch in China last year.
In China, May 20, or “520,” has become an increasingly popular day for couples to celebrate their love and affection for one another. The significance of this date stems from the way it is pronounced in Standard Chinese. When spoken, “520” (wuerling) sounds similar to “wo ai ni,” which translates to “I love you” in English.
Fancy flowers from big names aside, some customers also chose to express their one-of-a-kind feelings for their loved ones by customizing the bouquets with their own hands in small, private workshops. These workshops provide more specific services and non-line processed products.
“I’ve seen a growing need for differentiated floral products ever since I first entered the field 10 years ago,” Lin Wei, founder of an online flower workshop, told Beijing Review. “For example, I once spent two weeks tailoring a huge flower box with lilies, carnations and roses, accompanied by Disney toys, hand-written cards, lightening devices, paintings and some other delicate ornaments for a customer who was planning to propose to his girlfriend. This is a service that only private workshops can offer.”
The domestic flower market has experienced explosive growth, driven not only by the shared rituals of lovebirds but also by an expanded demand for more diverse floral products. Many young people are decorating their homes and offices with floral arrangements. Consequently, flower consumption has evolved into a lifestyle choice. And several consumer groups are increasingly focusing on their emotional wellbeing, which further fuels this demand.
As the “self-indulgent economy” evolves, more consumers are buying flowers as a form of self-care. According to a flower industry survey conducted by iiMedia Research, a third-party consulting agency, female consumers were more inclined to purchase flowers than their male counterparts in 2024.
“Flowers can be so much more than a mere gift on a special occasion; they can be something you buy for yourself on the way home just to brighten things up,” 21-year-old Xiaohongshu (RedNote)vlogger Liu Lu told Beijing Review. “Many fans supported my idea of ‘buying yourself flowers’ and they enjoy watching me decorate my apartment every week. Flowers can provide us with immense emotional value.” –The Daily Mail-Beijing Review news exchange item
