Until the ’80s the notion of romance didn’t really exist in China. But now, Roseonly, a luxury florist, is not simply selling roses to lovers but insisting that its customers define themselves as soulmates. How did schmalz become so popular in a country with a flourishing mistress culture and creeping divorce rate?

Gifts feel good to give and great to receive – but people don't always get it right. The Care Box Co. is making this process easier with customised care boxes based around moods and needs rather than occasions. It's built on the belief that every moment – large or small – is best marked with a gift.

Candles, jewellery and vouchers for new restaurants – Better Boyfriend is a brand that helps you spoil that special someone. The subscription service sends monthly care packages filled with goodies that make setting up a date or spoiling your partner a process that's effort-free.

Conducting detailed interviews with its members, accompanied by glossy photoshoots, im gegenteil is rallying against the ennui of traditional dating. But is this approach simply masking realities behind pretty packaging? And will it change the way Millennials look for love?