Customers demonstrate affection for their beloved to earn free ince cream cones in KFC on May 20. Photo by Jiang Dong / China Daily

Many Chinese netizens have started to regard May 20 as an alternative Valentine's Day because the date, when said in Mandarin, sounds like "I want you".

United States fast food giant KFC gave away 5.2 million ice cream cones to couples on May 20 to mark the occasion. The lovebirds had to spend money in the restaurants, download an e-voucher through social media platform WeChat and demonstrate affection public by kissing or hugging.

On Sina Weibo, China's version of Twitter, and Wechat, the company's official account released three love stories with pictures and text, and invited followers to vote for the story endings.

The campaign made to hot topics rank, attracting more than 12 million Sina Weibo users to get involved, according to KFC.

Zhang Jianzhong, public relation and government affairs director with KFC's parent company Yum Brands, said KFC hoped to interact more proactively with young people, the majority of netizens, as well as to better service its customers with Internet and digital tools.

The company also officially released new menus for summer on May 20.

Two kinds of hamburgers, three sets of rice with vegetables and meat, two kinds of snacks and one new drink was added to the menu.

The hamburgers use oaten bread and all the rice sets also contain broccoli and bean pickles. The drink is inspired by traditional Chinese herb tea and is made with eight herbs that are good for the throat and lungs in summer.