The brands that most profited from the event included Apple, Dyson, Gap and Nike, among other big names.

While not everyone is necessarily keen to celebrate a shopping frenzy (the event is basically an ode to unfettered consumerism), it's also no mean feat considering the obstacles Alibaba had to face. US tariffs potentially affected the cost of some products, and the Chinese yuan isn't worth as much as it was a year earlier. Alibaba also cut its revenue expectations as a result of its less-than-certain future. This suggests that the festival is large enough to be independent of the ups and downs of China -- like it or not, it's a cultural institution for some people.