Qixi, known as the Chinese version of the Valentine's Day fell on August 28 this year. But according to consulting firm BCG, 16 percent of China’s urban population now lives alone. For many of them, it would be a Valentine's Day without a Valentine. However, is that necessarily a bad thing?

Nan Feng, 22, single. He is one of China's 77 million adults who live alone. This is how he normally spends his weekends: mobile gaming, or going on live-stream websites, watching people sing or play games online. 

"People like live-streaming because of a sense of participation. They can send real time comments and give virtual gifts. This makes the relationship between the streamer and the viewers very intimate,” said Nan.

With Internet-based entertainment getting wildly popular in China, today's millennials can now truly be able to stay alone without being lonely. 

Live-streaming is big business in China. As of June, the country has 270 live-streaming platforms, which collectively have 343 million users. 

Ai Zixuan, nicknamed Hanhan on the Internet, streams herself playing games, and every time she streams, some 300 thousand people watch her play and chat with her. "My fans love to chat with me about all sorts of things. They treat me as a friend and a source of emotional support. They give me emotional supports too,” said Ai. 

Many of her fans spend real money to buy her virtual gifts. Such form of donation is the main source of income for live-streamers. "Some people spend a huge amount of money on giving virtual gifts because there is no limit as to how many you can give,” Nan said.

Gift-giving is what supports this lucrative business. Despite China tightening regulations over live-streaming sites, the big bucks are propping up many talent agencies. Zixuan signed with one called MQ. 

The company conducts user research and use ways to boost viewer loyalty. They have a major campaign for Chinese Valentine's Day. "Judging by our past experiences, the number of people watching live streaming will increase during special days like this. Every year we will have some special plans for our streaming talents to interact with their fans,” director of Internet talent agency Hangzhou MQ Culture Chen Yimiao noted.

Zixuan has something planned for her fans too. "On Chinese Valentine's Day, I want to randomly choose several fans and mail them chocolates. It is my way of showing my gratitude for their supports."

With more people opting to marry later in life in China, the number of people living alone is expected to rise to 92 million by 2021. But for people like Nan Feng, ‍Valentine's Day without a Valentine isn't such a bad thing at all in the internet age.