In China, May 20th (520) is known as an unofficial "Valentine’s Day" because the numbers “520” sound like “I love you” (我爱你) in Mandarin. It’s a massive opportunity for brands to launch romance-themed promotions.
In 2025, it wasn’t just dating apps joining the fun — top mobile games and lifestyle apps rolled out limited-time events, exclusive skins, interactive rewards, and social features designed to boost user engagement and in-app spending. Here’s how five leading apps made the most of 520 and what marketers can learn from their success.
🔎 Find Out More: Mobile Gaming Marketing in China
Tencent’s Honor of Kings launched a feature-packed 520 campaign focused on emotional storytelling and social interaction:
PUBG embraced a romance-meets-fashion approach:
💡 Marketing Highlight: The luxurious romantic aesthetic appealed to collectors and style-conscious players alike, expanding the campaign’s reach.
Eggy Party by NetEase took a playful and interactive route:
💡 Marketing Takeaway: Turning romance into gameplay with shared rides and synchronized emotes boosted social virality, especially among Gen Z.
Non-gaming apps also jumped on the 520 trend in 2025:
Meituan Flash Buy flipped the script on typical 520 romance marketing with its clever short film 《520 花花有话说》, where flowers themselves “talk back” for girlfriends, humorously calling out common boyfriend dating blunders.
Key Highlights:
Why It Works:
By turning flower-giving into a playful, emotional narrative, Meituan Flash Buy stands out as a trustworthy romantic helper and sparks conversations on what really makes love work on 520.
Note: Even apps without a direct romance angle gamify 520 to boost seasonal engagement via exclusive offers and romantic themes.
👉 Learn More: How to Leverage ASO for Valentine's Day?
𝐌𝐨𝐛𝐢𝐥𝐞 𝐆𝐚𝐦𝐞 𝐃𝐚𝐭𝐚 𝐀𝐧𝐚𝐥𝐲𝐭𝐢𝐜𝐬 𝐓𝐨𝐨𝐥 𝐟𝐨𝐫 𝐅𝐑𝐄𝐄
With deep data analysis, check out the performance of your favorite games and their competitors! Estimated downloads, revenue, category ranking, global ranking, ASO Impact Analysis, etc. All you want to know is here!
Discover the secrets of their success!
According to FoxData- Search Result, the keyword “520” shows strong activity mostly in China, where May 20 is widely celebrated as an online Valentine’s Day. Here’s a quick overview:
520: Global Performance
This data confirms that 520 is not just a cultural moment but a valuable marketing trigger that drives high user engagement and discovery.
👉 Explore More: How to Prepare Your App Marketing Strategy for Valentine's Day
The 520 phenomenon in 2025 proved that romance sells — but only when wrapped in meaningful interaction, exclusive value, and user creativity. Whether through themed skins, couple mechanics, or viral campaigns, China’s top apps showed how to blend emotion with strategy.
Ready to uncover the tactics behind the top apps? Use FoxData to track seasonal campaigns, analyze competitors, and build stronger mobile strategies year-round.
Q: Why is 520 important in app marketing?
A: 520 is a cultural moment in China symbolizing “I love you,” making it a prime time for romance-themed campaigns. It drives high user engagement, social sharing, and in-app purchases.
Q: Which games have the best 520 events?
A: Honor of Kings, PUBG and Eggy Party stand out with exclusive skins, social features, and interactive content that resonate strongly with users.
Q: Can non-gaming apps benefit from 520 campaigns?
A: Absolutely. Lifestyle apps like Meituan, Douyin, and RedNote creatively engage users through couple deals, content challenges, and gift guides, boosting seasonal traffic and brand affinity.
Q: How can FoxData help app marketers leverage 520?
A: FoxData offers app market intelligence, keyword analysis, and ASO tools to track seasonal trends, optimize campaigns, and benchmark competitors for maximum impact
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