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Since there are a few variations on its mythology, I am going to explain the most popular one.
It is actually a love story between a young cowherd, Niulang and a beautiful girl, Zhinu (the seventh daughter of the Goddess). One day in the late summer, Zhinu escaped from the heaven and came to the earth. Here they fell in love and were married. They lived together happily without realizing an awaiting fate.
This was eventually found out by the Goddess of Heaven (Zhinu's mother). She was very angry and ordered Zhinu to return to the heaven. Zhinu was then forced to continue her job in the heaven as a weaver.
On the earth, Niulang was very upset as his wife disappeared. Suddenly, his ox started to talk and tell him the way he could go up to the heaven and meet Zhinu. The ox asked him to kill and put on its hide. Niulang followed the instructions, with tears, he carried his two children off to the heaven. The Goddess discovered Niulang and was very furious. She took out her hairipin and scratched a wide river in the sky to separate Niulang and Zhinu forever. This river is believed as the formation of the Milky Way between Altair and Vega.
Once in a year, the magpies pity the two lovers and will fly up to the heaven and form a bridge 'Que Qiao' or known as 'the bridge of magpies'. This bridge allows Niulang and Zhinu to reunion for one night and this is the seventh night of the seventh month.
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This love story gives me a different idea on the Valentine's Day. Most people celebrate the Western Valentine's Day of 14th Feb. without realizing this beautiful Qixi festival. I hope this brief explanation on the Qixi mythology helps in the understanding of this Chinese Festival. Since Chinese mythology involves many Gods and Goddesses, it is a good idea to read up more for further understanding. The story between Niulang and Zhinu is truly a heart wrenching love story.
Here are some pictures of Niulang Zhinu: