Chinese Valentine's Day, which fell on Thursday, is usually an occasion for lovers to exchange sweet nothings and gifts.

Gifts often include flowers, chocolates or other standard romantic goodies. This year, though, an unlikely item was added to the list: live fireflies.

The tiny lightning bugs, with their glowing fluorescent butts, were suddenly coveted by those looking to set the mood for an evening of romance. But unlike crickets or grasshoppers, which are relatively easier to feed and keep alive, fireflies die easily. Removed from their habitats, they could die in a matter of days. The trade in live fireflies is thus a cruel business.

But trade is apparently booming on China's leading online shopping platform, Taobao. According to my own investigation, by Friday one Hangzhou-based vendor had conducted more than 170,000 online firefly transactions via Taobao ahead of the big day. The bugs were sold in groups of 50 or 99, costing 219 yuan (US$34) and 399 yuan respectively. Ironically, the number 99 signifies eternity in Chinese.

During a chat with the vendor, I was told the bugs are sealed in jars and shipped to locales within the Yangtze River Delta area. In case some fireflies die ahead of delivery, the vendor often provides 20 percent more than the purchased amount for free.

The farming tale

I was also told the vendor started his business as early as 2005 on a 500-square kilometer farm designed for the purpose of raising fireflies.

These claims about the farm may well be untrue, according to Dr. Fu Xinhua, a deputy professor at Huazhong Agricultural University. An acclaimed researcher of fireflies, he was once quoted as saying that while raising a certain number of fireflies costs 10 to 20 yuan, catching them in the wild costs only half a yuan. All one needs is a mini-torch and net to collect them. As such, many supposed firefly farms do not exist, and the business of selling these bugs literally thrives on a zero-cost model — barring some human labor.