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China Brands, Marketing & Consumers

Chinese Comedian Li Dan under Fire for Promoting Lingerie Brand with Sexist Slogan

Underwear so good that it can “help women lie to win in the workplace”? Sexist and offensive, according to many Weibo users.

Manya Koetse

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Popular talk show host and comedian Li Dan (李诞) has sparked controversy on Chinese social media this week for a statement he made while promoting female underwear brand Ubras.

The statement was “让女性轻松躺赢职场”, which loosely translates to “make it easy for women to win in the workplace lying down” or “make women win over the workplace without doing anything,” a slogan with which Li Dan seemed to imply that women could use their body and sex to their advantage at work. According to the underwear brand, the idea allegedly was to convey how comfortable their bras are. (The full sentence being “一个让女性躺赢职场的装备”: “equipment that can help women lie to win in the workplace”).

Li Dan immediately triggered anger among Chinese netizens after the controversial content was posted on his Weibo page on February 24. Not only did many people feel that it was inappropriate for a male celebrity to promote female underwear, they also took offense at the statement. What do lingerie and workplace success have to do with each other at all, many people wondered. Others also thought the wording was ambiguous on purpose, and was still meant in a sexist way.

Various state media outlets covered the incident, including the English-language Global Times.

By now, the Ubras underwear brand has issued an apology on Weibo for the “inappropriate wording” in their promotion campaign, and all related content has been removed.

The brand still suggested that the slogan was not meant in a sexist way, writing: “Ubras is a women’s team-oriented brand. We’ve always stressed ‘comfort and wearability as the essence of [our] lingerie, and we’re committed to providing women with close-fitting clothing solutions that are unrestrained and more comfortable so that more women can deal with fatigue in their life and work with a more relaxed state of mind and body.”

Li Dan also wrote an apology on Weibo on February 25, saying his statement was inappropriate. Li Dan has over 9 million followers on his Weibo account.

The objectification of women by brands and media has been getting more attention on Chinese social media lately. Earlier this month, the Spring Festival Gala was criticized for including jokes and sketches that were deemed insensitive to women. Last month, an ad by Purcotton also sparked controversy for showing a woman wiping away her makeup to scare off a male stalker, with many finding the ad sexist and hurtful to women.

 
By Manya Koetse
with contributions by Miranda Barnes

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©2021 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Manya Koetse is the founder and editor-in-chief of whatsonweibo.com. She is a writer, public speaker, and researcher (Sinologist, MPhil) on social trends, digital developments, and new media in an ever-changing China, with a focus on Chinese society, pop culture, and gender issues. She shares her love for hotpot on hotpotambassador.com. Contact at manya@whatsonweibo.com, or follow on Twitter.

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  1. Avatar

    Oliver

    March 9, 2021 at 6:24 pm

    Brands have to be careful on Social medias, really careful.

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China Brands, Marketing & Consumers

A Brew of Controversy: Lu Xun and LELECHA’s ‘Smoky’ Oolong Tea

Chinese tea brand LELECHA faced backlash for using the iconic literary figure Lu Xun to promote their “Smoky Oolong” milk tea, sparking controversy over the exploitation of his legacy.

Manya Koetse

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It seemed like such a good idea. For this year’s World Book Day, Chinese tea brand LELECHA (乐乐茶) put a spotlight on Lu Xun (鲁迅, 1881-1936), one of the most celebrated Chinese authors the 20th century and turned him into the the ‘brand ambassador’ of their special new “Smoky Oolong” (烟腔乌龙) milk tea.

LELECHA is a Chinese chain specializing in new-style tea beverages, including bubble tea and fruit tea. It debuted in Shanghai in 2016, and since then, it has expanded rapidly, opening dozens of new stores not only in Shanghai but also in other major cities across China.

Starting on April 23, not only did the LELECHA ‘Smoky Oolong” paper cups feature Lu Xun’s portrait, but also other promotional materials by LELECHA, such as menus and paper bags, accompanied by the slogan: “Old Smoky Oolong, New Youth” (“老烟腔,新青年”). The marketing campaign was a joint collaboration between LELECHA and publishing house Yilin Press.

Lu Xun featured on LELECHA products, image via Netease.

The slogan “Old Smoky Oolong, New Youth” is a play on the Chinese magazine ‘New Youth’ or ‘La Jeunesse’ (新青年), the influential literary magazine in which Lu’s famous short story, “Diary of a Madman,” was published in 1918.

The design of the tea featuring Lu Xun’s image, its colors, and painting style also pay homage to the era in which Lu Xun rose to prominence.

Lu Xun (pen name of Zhou Shuren) was a leading figure within China’s May Fourth Movement. The May Fourth Movement (1915-24) is also referred to as the Chinese Enlightenment or the Chinese Renaissance. It was the cultural revolution brought about by the political demonstrations on the fourth of May 1919 when citizens and students in Beijing paraded the streets to protest decisions made at the post-World War I Versailles Conference and called for the destruction of traditional culture[1].

In this historical context, Lu Xun emerged as a significant cultural figure, renowned for his critical and enlightened perspectives on Chinese society.

To this day, Lu Xun remains a highly respected figure. In the post-Mao era, some critics felt that Lu Xun was actually revered a bit too much, and called for efforts to ‘demystify’ him. In 1979, for example, writer Mao Dun called for a halt to the movement to turn Lu Xun into “a god-like figure”[2].

Perhaps LELECHA’s marketing team figured they could not go wrong by creating a milk tea product around China’s beloved Lu Xun. But for various reasons, the marketing campaign backfired, landing LELECHA in hot water. The topic went trending on Chinese social media, where many criticized the tea company.

 
Commodification of ‘Marxist’ Lu Xun
 

The first issue with LELECHA’s Lu Xun campaign is a legal one. It seems the tea chain used Lu Xun’s portrait without permission. Zhou Lingfei, Lu Xun’s great-grandson and president of the Lu Xun Cultural Foundation, quickly demanded an end to the unauthorized use of Lu Xun’s image on tea cups and other merchandise. He even hired a law firm to take legal action against the campaign.

Others noted that the image of Lu Xun that was used by LELECHA resembled a famous painting of Lu Xun by Yang Zhiguang (杨之光), potentially also infringing on Yang’s copyright.

But there are more reasons why people online are upset about the Lu Xun x LELECHA marketing campaign. One is how the use of the word “smoky” is seen as disrespectful towards Lu Xun. Lu Xun was known for his heavy smoking, which ultimately contributed to his early death.

It’s also ironic that Lu Xun, widely seen as a Marxist, is being used as a ‘brand ambassador’ for a commercial tea brand. This exploits Lu Xun’s image for profit, turning his legacy into a commodity with the ‘smoky oolong’ tea and related merchandise.

“Such blatant commercialization of Lu Xun, is there no bottom limit anymore?”, one Weibo user wrote. Another person commented: “If Lu Xun were still alive and knew he had become a tool for capitalists to make money, he’d probably scold you in an article. ”

On April 29, LELECHA finally issued an apology to Lu Xun’s relatives and the Lu Xun Cultural Foundation for neglecting the legal aspects of their marketing campaign. They claimed it was meant to promote reading among China’s youth. All Lu Xun materials have now been removed from LELECHA’s stores.

Statement by LELECHA.

On Chinese social media, where the hot tea became a hot potato, opinions on the issue are divided. While many netizens think it is unacceptable to infringe on Lu Xun’s portrait rights like that, there are others who appreciate the merchandise.

The LELECHA controversy is similar to another issue that went trending in late 2023, when the well-known Chinese tea chain HeyTea (喜茶) collaborated with the Jingdezhen Ceramics Museum to release a special ‘Buddha’s Happiness’ (佛喜) latte tea series adorned with Buddha images on the cups, along with other merchandise such as stickers and magnets. The series featured three customized “Buddha’s Happiness” cups modeled on the “Speechless Bodhisattva” (无语菩萨), which soon became popular among netizens.

The HeyTea Buddha latte series, including merchandise, was pulled from shelves just three days after its launch.

However, the ‘Buddha’s Happiness’ success came to an abrupt halt when the Ethnic and Religious Affairs Bureau of Shenzhen intervened, citing regulations that prohibit commercial promotion of religion. HeyTea wasted no time challenging the objections made by the Bureau and promptly removed the tea series and all related merchandise from its stores, just three days after its initial launch.

Following the Happy Buddha and Lu Xun milk tea controversies, Chinese tea brands are bound to be more careful in the future when it comes to their collaborative marketing campaigns and whether or not they’re crossing any boundaries.

Some people couldn’t care less if they don’t launch another campaign at all. One Weibo user wrote: “Every day there’s a new collaboration here, another one there, but I’d just prefer a simple cup of tea.”

By Manya Koetse

[1]Schoppa, Keith. 2000. The Columbia Guide to Modern Chinese History. New York: Columbia UP, 159.

[2]Zhong, Xueping. 2010. “Who Is Afraid Of Lu Xun? The Politics Of ‘Debates About Lu Xun’ (鲁迅论争lu Xun Lun Zheng) And The Question Of His Legacy In Post-Revolution China.” In Culture and Social Transformations in Reform Era China, 257–284, 262.

Independently reporting China trends for over a decade. Like what we do? Support us and get the story behind the hashtag by subscribing:

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China Brands, Marketing & Consumers

Zara Dress Goes Viral in China for Resemblance to Haidilao Apron

Who’s gonna buy this Zara dress in China? “I’m afraid that someone will say I stole the apron from Haidilao.”

Manya Koetse

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A short dress sold by Zara has gone viral in China for looking like the aprons used by the popular Chinese hotpot chain Haidilao.

“I really thought it was a Zara x Haidialo collab,” some customers commented. Others also agree that the first thing they thought about when seeing the Zara dress was the Haidilao apron.

The “original” vs the Zara dress.

The dress has become a popular topic on Xiaohongshu and other social media, where some images show the dress with the Haidilao logo photoshopped on it to emphasize the similarity.

One post on Xiaohongshu discussing the dress, with the caption “Curious about the inspiration behind Zara’s design,” garnered over 28,000 replies.

Haidilao, with its numerous restaurants across China, is renowned for its hospitality and exceptional customer service. Anyone who has ever dined at their restaurants is familiar with the Haidilao apron provided to diners for protecting their clothes from food or oil stains while enjoying hotpot.

These aprons are meant for use during the meal and should be returned to the staff afterward, rather than taken home.

The Haidilao apron.

However, many people who have dined at Haidilao may have encountered the following scenario: after indulging in drinks and hotpot, they realize they are still wearing a Haidilao apron upon leaving the restaurant. Consequently, many hotpot enthusiasts may have an ‘accidental’ Haidilao apron tucked away at home somewhere.

This only adds to the humor of the latest Zara dress looking like the apron. The similarity between the Zara dress and the Haidilao apron is actually so striking, that some people are afraid to be accused of being a thief if they would wear it.

One Weibo commenter wrote: “The most confusing item of this season from Zara has come out. It’s like a Zara x Haidilao collaboration apron… This… I can’t wear it: I’m afraid that someone will say I stole the apron from Haidilao.”

Funnily enough, the Haidilao apron similarity seems to have set off a trend of girls trying on the Zara dress and posting photos of themselves wearing it.

It’s doubtful that they’re actually purchasing the dress. Although some commenters say the dress is not bad, most people associate it too closely with the Haidilao brand: it just makes them hungry for hotpot.

By Manya Koetse

Independently reporting China trends for over a decade. Like what we do? Support us and get the story behind the hashtag by subscribing:

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

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