Alibaba has announced to promote its artificial intelligence chatbot during the Lunar New Year holiday, as competition intensifies among China’s biggest technology firms.

The company said it will spend 3 billion yuan, or about $431 million, to attract users to its Qwen AI app. The campaign will begin on February 6 and will run through the festive period.

Alibaba said the promotion will include incentives linked to food, drinks, entertainment, and leisure. It will also involve the distribution of large digital red envelopes, a popular New Year tradition that companies often use to draw in users.

The public holiday this year will begin on February 15 and last nine days.