It's November 11 and it's singles day, with millions of unattached men and women patting themselves on the back for their independent lifestyles.
The Chinese call the 11/11 date guanggun, which literally means 'bare-sticks' and is a synonym for bachelorhood.
It has been celebrated by single mainlanders for several years.
But this year's event has taken on an extra significance, with the year making the date 11/11/11.
And businesses have pounced on the opportunity to launch marketing campaigns targeting the nation's singletons.
Shanghai's subway operator decided to celebrate the day using its No 1111 train that runs on Line 11, local news portal Eastday.com reported. Passengers will be greeted with 'Happy Bachelor's Day' when they get on and off the train.
