This paper delves into the intricate mechanisms of gift-giving within ancient Chinese society through the lens of semiotic rhetoric, with a primary focus on elucidating the concept of "li" (ceremony, rite, courtesy, or gift) and how it shapes the social significance of gifts within the context of semiotic processes. It endeavors to address the fundamental inquiry of what constitutes "li" and, by extension, how the social meanings inherent in gifts are formulated within the framework of semiotic communication. The analysis identifies and elucidates four prominent rhetorical strategies prevalent in both ritualistic and non-ritualistic gift exchanges in ancient China.In ritual gift exchanges, there is a predilection towards employing simile and conceit as the primary devices for constructing meaning, thereby elevating the gift to a symbolic entity transcending mere materiality and fulfilling its intended sociocultural function within the ritualistic context. Conversely, non-ritual gift-giving activities leverage semiotic metonymy and synecdoche as strategic tools of "indirectness," facilitating the maintenance of interpersonal relationships through subtle communicative gestures in everyday interactions. It becomes evident that semiotic rhetoric plays a pivotal role in shaping the dynamics of gift-giving practices within ancient Chinese society.Moreover, these rhetorical devices not only permeate the fabric of ritual and non-ritual gift exchanges but also serve to reconcile the dual objectives of fulfilling both ritualistic obligations and interpersonal communication needs, guided by the overarching principle of "li." This study sheds light on the intricate interplay between cultural norms, communication strategies, and the symbolic significance of gifts in ancient China.