Chapter Dive
How the One-Child Policy Has Improved Women’s Status in China
An article on Chinese social media argues that the One Child Policy has greatly benefited the status of Chinese women, and that the shift to a so-called Two Child Policy is actually a setback for women’s rights in China. What’s on Weibo explains.
When the Chinese government announced that it would be ending its One-Child Policy in the summer of 2015, 36 years after it was first implemented, the topic exploded on Weibo. Many netizens applauded the news and considered it a step forward in people’s personal freedom and individual rights.
The Two-Child Policy (二孩政策) allows all couples to have a maximum of two children. But now, over a year after it has gone into effect, there are also voices saying that the new family planning policy is actually a setback for women’s rights in China and that the One-Child Policy, as controversial as it might have been, has greatly improved the role of women in society in multiple ways.
THE TWO CHILD POLICY: A YEAR LATER
“The vigorous propagation for women to return home to have children goes against the image of the emancipated Chinese woman.”
One of the consequences of China’s One-Child Policy, designed to curb the growth of China’s population, is that Chinese society is now ageing. The latest population statistics after the introduction of the ‘Two-Child Policy’ show that 17,86 million children were born in 2016; an increase of 7.9% compared to the year before (when the One-Child Policy was still in place).
But the current population growth might not be enough to combat demographic challenges in the decades to come. Chinese state media are now encouraging couples to have more children, something that became particularly clear during this year’s CCTV Gala and a recent lengthy People’s Daily article that hinted at the legalization of surrogacy to increase the country’s birth rates.
It led to angry reactions on Chinese social media, where many women felt that they were being degraded to “breeding machines”, and that the “vigorous propagation” for women to “return home to have children” goes against the image of the emancipated Chinese woman.
ONE-CHILD POLICY: THE SIGNIFICANCE FOR WOMEN
“Slogans propagated that daughters could also carry the honor of the family line, and that girls and boys were equally important for the future of China.”
The Feminist Webforum (@女权主义贴吧) recently posted an article (link in Chinese) on Weibo titled “The One-Child Policy’s Three Major Contributions to Chinese Women’s Status,” in which it argued that the China’s One Child Policy (1979-2016) has significantly emancipated Chinese women.
The article looks back at different government’s slogans that were widely propagated during the One-Child Policy, and explains how and why they contributed to a bettered women’s status in China.
It also indicates that the recent developments around the Two Child Policy, with increasing media emphasis on reproduction, is negatively affecting the status of women in Chinese society.
The slogans “It is all the same whether you give birth to a boy or give birth to a girl” (生男生女都一样) and “Daughters also carry on the family line” (女儿也是传后人) were propagated throughout China since the 1980s up to the most remote parts of rural China.
In the patriarchal Chinese society, there is a deep-rooted preference for sons. Boys are expected to carry on the family line, become the laborers, and support the older generations (Sudbeck 2012, 44).
With the implementation of the One-Child Policy, the government strongly pushed the idea of male-female equality. Slogans propagated that daughters could also carry the honor of the family line, and that girls and boys were equally important for the future of China.
Slogan: “Girls and boys are all the hope of the nation.”
The Female Webforum article argues that this widely propagated government stance improved the status of women, as daughters came to play a more important role in the family and received more attention and a better education.
This is also reiterated by Kristine Sudbeck in the article “The Effects of China’s One-Child Policy: The Significance for Chinese Women” (2012), in which she writes that China’s One-Child Policy has indirectly benefited the role of women in society because, among others, singleton daughters received greater parental investment in terms of wealth, pride, and education (43-44).
The improved education levels for women also opened the doors to more non-traditional jobs for women, with which came a greater gender equality – not just within the family, but within the society at large.
In 2014, 64% of Chinese women were in the labor force, and the percentage of women in management positions in China is much higher than that of neighbouring countries like South Korea, Japan, India, or Taiwan (Catalyst 2016, CS 2014: 8).
But the Feminist Webforum writes that since the introduction of the Two-Child Policy, the calls for extended maternity leaves and for women to return home to be a good mother are growing louder every day, potentially harming the (economic) position of women in China in the long run.
Another propagated principle during the One-Child Policy was that of later marriage and later childbirth.
Poster propagating later marriage and later childbirth.
Although the legal age of marrying in China is 20 for women and 22 for men, late marriage (23+ for women and 25+ for men) have been specifically encouraged by Chinese authorities to benefit the state, the family, and the individual.
The propagation of late marriage and childbirth meant that women could first concentrate on their studies and career before taking on the role as wife or mother.
Since January 2016, it seems that getting married later on is no longer encouraged. At the same time the Two-Child Policy was implemented, the Chinese government canceled the ‘late wedding leave’: a 30-day paid work leave to encourage getting married after the age of 25.
The Feminist Webforum article writes that Chinese media have started to encourage women to have children while still attending college, as in this widely published article (link in Chinese) titled: “University students have children while still in school: third-year students already have 2 children, majority does not regret.”
Photo of one of the college students who had her baby early on in her studies, photo by Paper.cn.
Articles such as these falsely suggest that it might be easier to find a job when women are already married with children. But according to the Feminist Webforum, the employment rate of women without children is actually much higher than of those who have had a baby.
Getting married and having a baby after the age of 25, the article argues, is better for a woman’s mental and physical health, as well as for her future education and career. Encouraging women to start having children early on might negatively influence her future and her independence – a setback for female emancipation.
A third and final point mentioned in the article is that under the One-Child Policy the slogan “Superior Birth, Superior Childrearing” (优生优育) was propagated, in which there was an emphasis on conceiving and raising a ‘quality child.’
Government public advertising, saying “excellent childbirth, excellent childrearing, a happy life.”
The article points out that with a general heightened focus on prenatal and postnatal care, thousands of women were saved from maternal death.
Before the One-Child Policy and in its early years, there was a great lack of prenatal care, and many women only relied on midwives while giving birth – if they could afford one at all. The rate of in-hospital delivery increased from 43.7% of women in 1985 up to an in-hospital delivery for rural women of 96.7% in 2011.
The Feminist Webforum points out that in the first half year since the implementation of the Two-Child Policy, there was a staggering 30% increase in maternal mortality. This increase relates to a larger proportion of elder pregnant women, causing more health problems during pregnancy and childbirth. It also has to do with health care resources being unable to deal with the rise in births, and, according to the article, is another reason why the Two Child Policy is not improving the situation of women in China.
A ROSE-COLORED PICTURE?
“Although China’s One-Child Policy is known for creating hardships, it has helped to greatly improve the position of women in China.”
Is the Feminist Webforum right? Was the One-Child Policy really so beneficial for women? Although China’s One-Child Policy is mainly known for creating hardships for women, studies have shown that it has indeed helped to greatly improve the position of women in China in terms of gender equality, parental investment, educational attainment, career, and in terms of their familial, societal and political participation (Sudbeck 2012, 55).
Although providing very valid points, the Feminist Webforum’s article is making the decades of the One-Child Policy appear somewhat more rose-colored than they were. For example; even if the rate of prenatal complications and maternal deaths greatly improved after the implementation of the One-Child Policy (and have worsened after ending it in 2016), the article does not mention that women with unapproved pregnancies received less prenatal care and had a much higher risk (2.5 x) of maternal death than with an approved pregnancy (Nayak 2008, 14).
It also does not mention female infanticide or the large number of female-selective abortions. In the 1980-2000 period alone, it is estimated that the total number of female selective abortions was around 4 million (Sudbeck 2012, 47). Nor does it mention the abandonment of children, who were mostly girls. Around the turn of the century, China had around one million almost exclusively female orphans.
The One-Child Policy also had other far-reaching consequences. Some couples moved away from mainland China to have more freedom in their reproductive rights, while others paid for expensive fertility drugs (under the policy, having twins or triplets would still count as ‘one’ legal birth).
When placed into a larger perspective, it is apparent that Chinese women have indeed made advantages towards more gender equality within China as a by-product of the One-Child Policy, but that this advancement has come at a high price.
WEIBO RESPONDS
“Our reproduction rights are taken from us, step by step.”
On Weibo, the Feminist Webforum’s article received over 50,000 views and many comments shortly after it was posted. Many commenters seemed to share similar concerns as the Feminist Webforum, and praised the One Child Policy era while expressing their concerns over the Two Child Policy.
“The Two-Child Policy is the worst news I have heard in years,” one person writes.
“Now they enthusiastically promote for us to return home and have a second baby. Will they promote us to obey our fathers, husbands and sons, and to bind our feet hereafter?”, one commenter writes.
Another female netizen says: “Since the introduction of the ‘two child policy’, male-female relations have been more out of tune, the mortality rate of pregnant women has gone up, and the discrimination on the employment market has increased dramatically. Our reproduction rights are taken from us, step by step.”
Someone else writes: “The family planning policy was not bad, it had so many benefits (..). It was not only in line with the state of society, it also gave women the right to stop giving birth [to multiple children] and to give birth safely.”
But not all netizens agree that the role of women in Chinese society today is all owed to the One-Child Policy.
“It needs to be said that there are many ways to improve women’s status,” one person writes: “and the One-Child Policy is the most inhumane one, which has caused a lot of damage to women’s health. It was never intended to improve the status of women, and is just a by-product.”
Another woman writes: “All I can think of is that one colleague of my mum who was caught with a second (unapproved) pregnancy when she had a big belly of 7-8 months. She was forced to have an abortion.”
Many netizens refer to themselves as ‘the last generation of singleton daughters.’ They suggest that with China’s new family planning policies, there will always be couples having just one son, but if they have one daughter they will try hard to have a second child that is male: “This was the last era of the only daughters – every era is that of the only sons.”
– By Manya Koetse
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References
Catalyst. 2016. “Women In The Workforce: China.” Catalyst, July 8 http://www.catalyst.org/knowledge/women-workforce-china [5.2.17].
Credit Suisse. 2014. “Women in Senior Management.” Credit Suisse, September https://publications.credit-suisse.com/tasks/render/file/index.cfm?fileid=8128F3C0-99BC-22E6-838E2A5B1E4366DF [5.2.17].
Feminist WebForum [女权主义贴吧]. 2017. “独生子女政策对中国女性地位的三大贡献 [The One-Child Policy’s Three Major Contributions to Chinese Women’s Status].” Feminist Webforum / Weibo, February 4 http://www.weibo.com/ttarticle/p/show?id=2309404071219883321876#_rnd1486322999846 [5.2.17].
Nayak, Satyam. 2008. “An Overview of China’s One Child Policy and Health Consequences on Society.” Master of Public Health, The University of Texas School of Public Health.
Sudbeck, Kristine. 2012. “The Effects of China’s One-Child Policy: The Significance for Chinese Women.” Nebraska Anthropologist: Paper 179.
Featured image: part of a slogan on a wall saying “love daughters.”.
©2017 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com
Chapter Dive
Comrade Trump Returns: The 2026 Trump–Xi Summit on Chinese Social Media
A special deep dive into the 2026 Xi-Trump summit through Chinese social media, highlighting the top 15 viral moments, internet memes, main themes, and netizen commentary.
In This Special Edition:
🎭 The Top Cast: Who’s who in this geopolitical blockbuster
🎬 Dramatic Synopsis: The summit as a movie plot
🔍 Critical Review: Taiwan, the “Thucydides Trap,” & a Russian surprise
🧩 Memorable Scenes: The top 15 most viral memes & moments
🗣️ Quotes: Key remarks from leaders and netizens
🎬 Behind the Scenes: An unscripted moment
🎵 Soundtrack: The summit in songs
On Chinese social media, Trump’s visit to China started before he arrived and continued after he left.
The long-awaited meeting between Donald Trump and Xi Jinping, from May 13 to May 15, was the first visit by a sitting US president to China in nearly a decade – a major diplomatic event that has been closely followed by Chinese netizens.
Even before Trump’s Air Force One landed in Beijing, the Xi-Trump summit was top trending.
Alongside the more serious commentary, Chinese social media has been full of posts reflecting people’s curiosity, excitement, and amusement about Trump’s presence in Beijing this past week. That is not only because the meeting between the two leaders—and the issues on the table—is of major significance, but also because Trump has held a special place in China’s meme culture since the early days of his first presidency.
Trump’s first years in office catapulted him into China’s meme machine. When he remarked that Korea “used to be part of China,” and after a series of high-profile decisions—including withdrawing from the Trans-Pacific Partnership, exiting the Paris Climate Agreement, and announcing that the US would leave UNESCO—many Chinese netizens joked that the US president was inadvertently helping China by weakening America’s global influence.
The trade war and Trump’s hardline stance toward Chinese tech companies were also, paradoxically, seen as forcing China to accelerate its own push for technological self-reliance and domestic innovation.
Taken together, these developments earned Trump—whose Chinese name is commonly transliterated as 川普 (Chuānpǔ)—the nickname “Build-the-Nation Trump” (川建国, Chuān Jiànguó), fueling the tongue-in-cheek notion that he is actually China’s “secret agent” who is working to undermine American power while inadvertently advancing China’s rise on the world stage.
For the same reason, he is also often referred to as “Comrade Trump” (川普同志).
This often bantering approach to US politics, combined with China’s tightly controlled online environment, where more critical and open discussions of top-level political events are always limited, has given rise to alternative narratives around major diplomatic meetings that sometimes read like a movie script.
That dynamic was already evident the moment Trump landed in Beijing.
To some Chinese netizens, his appearance at the door of Air Force One looked like a scene from The Truman Show. One post making this comparison was reposted nearly 6800 times.
“It’s not the Truman show, but the Trump show,” one netizen added.
To stay on theme, I’ll take a similarly cinematic approach in this overview of Chinese social media reactions to the Xi-Trump meeting. From “top cast” to “dramatic synopsis” and the “most memorable scenes,” let’s recast this high-level rendezvous as a Beijing blockbuster.
🎭 The Top Cast
🇨🇳
⭐ Xi Jinping 习近平 – General Secretary of the Communist Party of China and President of the People’s Republic of China
• Li Qiang 李强 – Premier
• Wang Yi 王毅 – Foreign Minister
• Cai Qi 蔡奇 – Party’s organizational chief / Xi’s aide
• Yin Li 尹力 – Beijing Party chief
• He Lifeng 何立峰 – Vice Premier overseeing economic affairs
• Dong Jun 董军 – Defense Minister
• Zheng Shanjie 郑栅洁 – Chairman of the National Development and Reform Commission (NDRC)
• Han Zheng 韩正 – Vice President of China
• Ma Zhaoxu 马朝旭 — Executive Vice Minister of Foreign Affairs
• Xie Feng 谢锋 — Chinese Ambassador to the US
• Wang Wentao 王文涛 — Commerce Minister
• Zhao Leji 赵乐际 — Chairman of the National People’s Congress Standing Committee
• Lei Jun 雷军 — Founder and CEO of Xiaomi
🇺🇸
⭐ Donald Trump – The President of the United States of America
• Eric Trump — Trump’s son
• Lara Trump — daughter-in-law
• Marco Rubio – Secretary of State
• Pete Hegseth – Secretary of Defense
• Scott Bessent — Treasury Secretary
• David Perdue — US Ambassador to China
• Howard Lutnick — Commerce Secretary
• Jamieson Greer — US Trade Representative
• Steve Witkoff — Special Envoy
• Sean Hannity – Fox News
• Bret Baier – Fox News
Special Guest Appearances:
• Elon Musk — Tesla and X
• Tim Cook — Apple
• Larry Fink — BlackRock
• Kelly Ortberg — Boeing
• Stephen Schwarzman — Blackstone
• Brian Sikes — Cargill
• Jane Fraser — Citigroup
• Jim Anderson — Coherent
• H. Lawrence Culp Jr. — GE Aerospace
• David Solomon — Goldman Sachs
• Jacob Thaysen — Illumina
• Michael Miebach — Mastercard
• Dina Powell McCormick — Meta
• Sanjay Mehrotra — Micron Technology
• Cristiano Amon — Qualcomm
🎁 Surprise Appearance:
• Jensen Huang 黄仁勋 – CEO of Nvidia (aka “Old Boss Huang” 黄老板 aka “Leather Jacket Brother” 皮衣哥)
• X Æ A-12 Musk – Elon Musk’s 5-year-old son
Notable absence:
• Melania Trump – First Lady
• Peng Liyuan (彭丽媛) – First Lady
🎞️ Genre and Supporting Themes
Political Drama ⎮ Geopolitical suspense ⎮ Romance/Tragedy
▪️ War in Iran / the Strait of Hormuz crisis
▪️ Russia’s war in Ukraine
▪️ Taiwan
▪️ Trade and tariffs
▪️ AI and semiconductor export controls
▪️ Rare earths and critical mineral supply chains
🎬 Dramatic synopsis
Two powerful leaders. One increasingly unstable world.
The world’s most unpredictable dealmaker flies 13 hours to the capital of his greatest rival, his close friend, or “neither an ally nor a friend” (it changes), for a long-awaited “G2” moment aimed at stabilizing relations between two powers that publicly insist they can thrive without each other, while privately knowing the opposite may be true.
There is a lot at stake, from chips to oil and beyond. A $50 billion semiconductor market. A war in the Middle East. A rare earth supply chain. And an island of 23 million people that is on everyone’s minds.
As the flags wave in the Beijing wind, the tea is poured, and the lavish banquet is prepared, deep mistrust simmers behind carefully staged handshakes and smiles.
Will the protagonists talk their way toward a more peaceful next chapter? Will a surprise cameo by the “Leather Jacket Brother” (皮衣哥) Jensen Huang help move the plot forward? And, in an increasingly fragile global order, will the eagle and the dragon finally realize that they may need each other more than they are willing to admit?
📝 Production Schedule
📌 May 13 (Wednesday) – Arrival Day
🔹 Evening: Beijing Capital International Airport
– Trump and his delegation arrive in Beijing
– They are welcomed by Chinese Vice President Han Zheng (韩正)
📌 May 14 (Thursday) — The Main Day
🔹 Morning: The Great Hall of the People
– Welcome ceremony, military parade
– Bilateral talks between Trump and Xi for over two hours
🔹 Afternoon: Temple of Heaven (天坛)
– Joint tour of the Hall of Prayer for Good Harvests (祈年殿)
🔹 Evening: The Great Hall of the People
– State Banquet (国宴) hosted by Xi Jinping
📌 May 15 (Friday) — Working Sessions & Departure
🔹 Morning: Zhongnanhai (中南海)
– Zhongnanhai private garden tour
– Trump and Xi small-group talks
🔹 Afternoon: Beijing Capital International Airport
– Trump’s departure in the afternoon around 14:30
📝 The business delegation track ran in parallel with the CEOs having their own meetings with Chinese counterparts on the sidelines of the Xi-Trump meetings.
🧵 Critical Review
A lot has happened since Trump and Xi’s previous face-to-face meeting in Busan, making this major bilateral meeting one that the entire world watched.
As described by China’s foreign ministry, during their meeting, Trump and Xi “explored the correct way for two major powers to coexist,” while the White House stressed that the two sides mostly “discussed ways to enhance economic cooperation between our two countries.”
During their “G2” moment, Xi and Trump spent nearly nine hours together in total—from the formal talks at the Great Hall of the People to their walk-and-talk at the Temple of Heaven, the banquet, and the smaller-group session at Zhongnanhai.
One thing that stood out throughout the visit was the extent to which both sides went out of their way to flatter one another. From the moment Trump arrived at the airport until the second he departed, he received full VIP treatment: children waving flags, a 21-gun salute, a lavish state banquet, and even a PLA military band performing his unofficial YMCA anthem.
Trump, in turn, repeatedly praised Xi as a “great leader,” called China “a wonderful country,” described Beijing as “a great place,” and said he had received “a magnificent welcome like none other.” He also said that US–China relations had a “fantastic future together.”
During the 2025 Trump-Xi meeting in South Korea, a common observation was that “the truth lies in the details” (细节见真章), and the same was true this time. Chinese media and netizens paid close attention to small gestures: Trump being the first to extend his hand, his red tie (with red symbolizing success and good fortune in Chinese culture), and the way he worked his way down the receiving line of senior Chinese officials, shaking each of their hands outside the Great Hall of the People.
One widely discussed moment was Trump’s military-style salute to Chinese Defense Minister Dong Jun (董军). The gesture was warmly received online, with some netizens joking that “the comrade has returned home” (同志回家了).
It is clear that hospitality and warm rhetoric were not the problem. At least on the surface, this temporary US–China Beijing honeymoon looked picture-perfect, and became a true media spectacle. But behind the red carpets and blue skies, several deeper themes emerged.
🔍 The Thucydides Trap
An important narrative element on the Chinese side was the “Thucydides Trap” as mentioned by Xi Jinping during the formal bilateral meeting at the Great Hall of the People.
The “Thucydides Trap” (修昔底德陷阱) is a concept popularized by Harvard scholar Graham Allison, drawing on the ancient Greek historian Thucydides, which holds that war becomes highly likely when a rising power challenges the established ruling power.
“The world has come to a new crossroads,” Xi said: “Can China and the United States overcome the so-called ‘Thucydides Trap’ and create a new paradigm of major-country relations?”
This “new paradigm” and the new shape of US-China relations became one of the most important themes of this meeting. The broader message from the Chinese side was clear: China sees its growing role on the world stage as inevitable, and the United States is expected to make room for that reality. Or, put differently, the world order is changing, and there are now more captains on this ship.
🔍 Taiwan issue
The “Thucydides Trap: concept is also closely tied to “the Taiwan problem,” and China’s pre-summit warnings on the issue left little room for misunderstandings.
On the Chinese side, Taiwan was framed as its most important issue and a red line, with officials warning that the broader US–China relationship could be jeopardized if the “Taiwan question” were mishandled.
⚠️ “If it is handled properly, the bilateral relationship will enjoy overall stability,” Xi told Trump. “Otherwise, the two countries will have clashes and even conflicts, putting the entire relationship in great jeopardy.”
Xi emphasized that ‘Taiwan independence’ and cross-Strait peace are as “irreconcilable as fire and water” (水火不容), adding that maintaining peace and stability across the Strait represents the greatest common interest shared by China and the United States.
After the summit, it became clear that the US side understood China’s position. In an interview with Fox News, Trump acknowledged that Taiwan is “one of their [China’s] most important issues.” Stressing that China does not want to see Taiwan become independent, Trump said he preferred to maintain the status quo and cautioned Taiwan against formally declaring independence from China.
He also suggested that the United States has no interest in becoming involved in a war between Taiwan and mainland China. “Do we really have to travel 9,500 miles to fight a war? I’m not looking for that.”
His comments seemed to suggest that, for now, respecting China’s red lines while preserving the status quo may be sufficient to keep things stable.
Trump’s words seemed to raise alarm bells in Tapei, where a presidential spokesperson said it was “self-evident” that Taiwan is “a sovereign, independent democratic country”.
Meanwhile, on Chinese social media, official channels widely reported on Trump’s words, and a related Weibo hashtag (#特朗普警告台独#) received over 230 million views.
One Weibo commenter wrote:
💬 “The meal wasn’t eaten for nothing [饭没白吃]. Comrade Trump really did deliver!”
🔍 Historic Continuum
One notable aspect of this visit was the extent to which both sides emphasized the long historical continuum and importance of Sino–US relations.
The visit to the Temple of Heaven was symbolic in several ways. Beyond the site’s significance in Chinese history, it was also known to much appreciated by Henry Kissinger, who helped pave the way for the normalization of Sino-American relations in the 20th century.
During his state banquet speech, Trump also highlighted the deep historical roots of US–China relations, and drew a direct line from ancient Chinese philosophy to the intellectual roots of the United States.
He noted that Benjamin Franklin published sayings of Confucius as early as 1737, referenced Confucius’s depiction on the façade of the Supreme Court of the United States, and mentioned how President Theodore Roosevelt channeled Boxer Indemnity funds toward the founding of the prestigious Tsinghua University, Xi Jinping’s alma mater.
Also noteworthy is how Trump stressed that China and the US were “allies in World War II,” with Roosevelt’s mentions of “the brave people of China.”
The speech was praised on Chinese social media. One popular blogger wrote:
💬 “Holy sh*t. Trump’s toast was full of classical references and complex sentences. He actually did his homework.”
Taken together, Trump’s remarks and the historical framing in Chinese media conveyed a broader diplomatic message: Sino-American relations in 2026 were presented as part of a much longer history that had led to this moment. This gave the meeting added weight, framing it as a major turning point and the start of a new era in US–China relations, rather than just another bilateral talk.
🔍 Russian Surprise
While Xi and Trump were in the midst of the state banquet, media reports came out from Moscow that Kremlin spokesperson Peskov had announced that Putin’s will soon visit China, and that preparations were complete, with the date to be announced “soon” (later confirmed: May 19-20).
A related hashtag immediately reached the top trending lists, with many netizens responding to the Putin visit news with a mix of nationalistic pride and humor – joking just how popular and lively Beijing is as an international “hotspot.”
With China hosting both the US and Russian leaders within the same week, many suggested it underscored just how important China’s role in global diplomacy is.
💬 “Trump will be seated in front of the tv just to ensure Putin isn’t getting better treatment than him,” one commenter joked.
Despite the commotion over the accouncement, some commenters on Zhihu suggested that it actually was not such a big deal.
💬 “Don’t overthink it,” one Zhihu user wrote: “Trump’s itinerary was pushed back to May, it was originally scheduled for April.”
Others argued that these visits should be placed into a larger context of China playing a key diplomatic role for resolving the Iran war and the Hormuz crisis.
💬 “Don’t just focus on Putin coming — look at the sequence before him: first Iran’s Foreign Minister Araghchi, then Trump, then Putin, then Pakistan (already announced). Except for Israel, every party involved in the Hormuz Strait issue, and everyone with meaningful influence over it, has come.”
Then there were those who saw deeper meanings behind the dates:
💬 “Trump chose the 13th and 14th to visit China. Putin chose May 20th to visit China. Both are expressing their sincerity very directly! 1314520.”
In Chinese online culture, the numbers “1314” sound like 一生一世 (yīshēng yīshì), meaning “for a lifetime” or “always and forever,” while “520” sounds like 我爱你 (wǒ ài nǐ), or “I love you.” With Trump picking 13/14 (一生一世) and Putin choosing 5/20 (我爱你), they seemed to be spelling out a love confession to China, with Xi Jinping, apparently, as the most sought-after romantic partner in global diplomacy.
🔍 Uncertain Conclusions?
According to Chinese official sources, the summit’s main diplomatic outcome was the agreement to frame China–US relations as a “constructive strategic stability relationship” (中美建设性战略稳定关系) — a new official positioning of the bilateral friendship.
In Trump’s own words: “The relationship between the United States and China is going to be better than ever before.”
In the commentary that has emerged since the summit, opinions are divided over how much the nine hours of talks between Xi and Trump will change or impact the key issues at hand. Various international media wrote that there is little clarity about what was actually achieved.
What does seem clear, however, is that for the time being both sides got something they wanted: friendlier China–US relations, an America that appears more cautious in its wording on an “independent Taiwan,” and a China that agrees with the United States that Iran should never obtain nuclear weapons.
Whether this will amount to a true “happy ending” remains to be seen, but it does mark the beginning of a new phase in bilateral relations—one in which there appears to be greater understanding of each other’s positions.
Xi accepted Trump’s invitation to visit Washington this autumn and also promised to send him seeds from the roses he admired in the former imperial garden at Zhongnanhai. At the very least, something tangible will bloom from these meetings.
🧩 Memorable Scenes
📌 1. Memes in Anticipation
On Chinese social media, Trump’s China visit had already begun a day or more before the president’s arrival in Beijing, with various AI-generated memes imagining the trip. These ranged from images of Trump and Elon Musk enjoying Beijing street food and Tsingtao beer to scenes of Trump and his entourage solemnly visiting the Temple of Heaven and, in all earnestness, paying their respects there.
📌 2. The Grandson Coming to America
Before Trump’s arrival, rumors spread across Weibo and WeChat that CCTV-6, the movie channel of China’s state broadcaster, would air the Chinese film A Grandson from America (孙子从美国来) on the day he landed in Beijing. The 1990s feel-good film, about an elderly man in rural China who unexpectedly becomes the caregiver for his American grandson, was seen as a cheeky nod to the meeting between Xi Jinping and Donald Trump, with the American “grandson” cast as clearly inferior in status to his Chinese “grandfather.”
The rumor, however, turned out to be false.
The supposed CCTV-6 programming was itself a meme. Perhaps so many people were willing to believe it because CCTV-6 has occasionally made eyebrow-raising scheduling choices before—such as changing its lineup to air anti-American Korean War films for three consecutive days when the U.S.-China trade war was heating up.
📌3. Jensen Huang’s Surprise Attendance
When Jensen Huang (黄仁勋), the CEO of NVIDIA, boarded Air Force One during a stopover in Anchorage, Alaska, he instantly went viral.
Huang plays a special role in this story because he has become a symbol of the central technological dispute between China and the United States. China is one of NVIDIA’s most important potential markets, but the company’s most advanced AI chips are currently barred from being sold there under US export controls.
It was initially reported that Huang would not be joining the trip. When he appeared at the last minute after all, Chinese social media quickly responded with a wave of memes imagining all kinds of ways he might have boarded the presidential delegation in Alaska.
Like this video. Or the images below. Some people joked that “Leather Jacket Brother” (皮衣哥), as he is nicknamed in China for his signature black leather jacket, was invited so last-minute that he didn’t even have time to bring any luggage – explaining why he stood on the tarmack without any suitcases.
Various memes showed him chasing after the Air Force One plane, and others showed him ‘bribing” the delegation to pick him up with big packs of Maotai liquor or other goods.
📌 4. The “Chinese” Meals Served on Board of the Air Force One
Photos of the meals served aboard Air Force One quickly made their way onto Chinese social media. The menu consisted of sliced beef brisket, onions, bell peppers, bok choy, and lo mein noodles stir-fried in a sesame soy sauce and topped with chopped scallions, along with a spring roll, a fortune cookie, and a beverage of choice.
The photo was posted by Margo Martin, communications deputy director in the Trump administration, and reactions on Chinese social media were mixed. Some appreciated that the American side was already trying out something more “Chinese” ahead of the visit. Others argued that the meal had little to do with actual Chinese cuisine and instead reflected a stereotypical version of American Chinese food.
📌 5. Lonely Soldier in Front of Air Force One
When Air Force One arrived at Beijing Capital International Airport on the evening of May 13, and millions of people tuned into the livestreams of Trump’s arrival, a People’s Liberation Army honor guard soldier stood completely still at his post. The contrast of the enormous American presidential plane coming in and the Chinese soldier not moving a millimeter made an impression and went viral as a symbol of Chinese diligence and pride.
📌 6. Trump’s Visit Finally Gets Bumpy Road Fixed
One viral post joked about a familiar phenomenon in China: infrastructure projects that have dragged on for years suddenly get completed at lightning speed when an important political event is about to happen. The post showed construction workers, just ahead of Trump’s visit, busy working on the road near the Temple of Heaven north gate – the route the US delegation would be taking.
💬 “This stretch of road has been in terrible condition for years, but it looks like they’re going to fix it overnight. Once again, the deadline proves to be the number one productive force.”
📌 7. Trump’s “Crazy Thursday”
A running joke on Chinese social media was that Donald Trump had deliberately arrived on a Wednesday night so he could be in China just in time for KFC’s “Crazy Thursday” (疯狂星期四).
Since its launch, the weekly KFC promotion has become deeply embedded in Chinese internet culture. So it was only natural for netizens to imagine Trump, Elon Musk, Jensen Huang, and Tim Cook heading out for a late-night snack after the state banquet.
What should he order? Since Trump’s Chinese name is Chuan-pu (川普, Chuānpǔ), the obvious choice would be a Chuan-Burger (川味汉堡, Chuānwèi Hànbǎo) — a Sichuan-style spicy burger, of course.
📌 8. The Magpie Moment
One of the most noteworthy moments of the morning of May 14 came when a magpie landed just behind Donald Trump as he stepped out of his car.
The moment, captured by a Hong Kong reporter, quickly created a buzz online. In Chinese culture, the magpie (喜鹊, xǐquè) is traditionally seen as a symbol of good news and prosperity — the first character, 喜 (xǐ), means “joy” or “happiness.” Netizens were quick to interpret the bird’s appearance as a sign that Trump’s visit had the approval of the heavens.
📌 9. Elon Musk “360-Degree Filming”
After the bilateral meeting, the American delegation posed for a group photo on the steps of the Great Hall of the People. Elon Musk — affectionately nicknamed “Old Musk” (老马, Lǎo Mǎ) by Chinese netizens — drew particular attention for his enthusiastic “360-degree filming.” Like an excited tourist, he spun in a full circle while recording everything around him.
“They were genuinely happy today,” was how Hong Kong media outlet Ta Kung Wen Wei framed the moment.
On Weibo, one related hashtag received over 80 million views, while another hashtag surpassed 99 million views.
📌 10. Lei Jun’s Selfie Moment with Elon Musk
One of the most-reposted moments of the state banquet was when Xiaomi CEO Lei Jun approached the table where Tesla CEO Elon Musk was seated before the start of the dinner, and snapped a quick selfie with him, while Musk was pulling some funny expressions.
Lei Jun’s spontaneous photo was jokingly called a sign of “star chasing” and “fan behavior.” The tech entrepreneur was one of the first Model S owners in China, and admired Musk long before the Xiaomi EV line. Some Xiaomi EV drivers joked that he was making them lose face.
Some netizens used AI to swap the situation around.
📌 11. Fox News Reporter Bret Baier Going Local
During the summit, many netizens snapped pictures and videos of Fox News reporter Bret Baier going around the city reporting, which created a funny unintended Droste effect with Beijing reports coming out on how he reported on Beijing.
🔹 Chinese media reported on how Bret Baier was reporting on China by ordering a sausage in English from a robot clerk at a convenience store (video).
🔹 Baier also reported on China as a surveillance state. Meanwhile, clips of him making that point were circulating widely on Chinese social media. In one segment, he told viewers that his crew’s driver received a parking fine on his phone just minutes after illegally parking, using it as a live example of China’s surveillance capabilities. Chinese netizens were quick to point out the irony, noting that Baier himself appeared to be violating traffic rules by filming while standing in an active traffic lane (video).
🔹 He was also spotted playing table tennis in a Beijing park in sweltering weather while wearing a full suit, much to the amusement of many netizens (video).
📌 12. Elon Musk’s 5-Year-Old Son Becomes Youngest Influencer
Jensen Huang wasn’t the only surprise guest at the summit. Elon Musk also brought along his five-year-old son, X Æ A-12 (in China, simply known as “Little X” 小X). The little boy appeared in a Chinese-style vest and carried a traditional tiger-head bag (虎头包), making him, quite possibly, the youngest person ever to attend a state-level U.S.–China summit.
One unexpected side effect of X’s appearance in summit footage was a surge of interest in his outfit. Chinese netizens quickly identified both the handmade tiger-head bag – from a Guangxi ethnic minority artisan brand – and the Chinese-style vest, and links to the items spread across social media. On Taobao, the bag was listed for 338 yuan (about US$49), while the vest sold for around 16 yuan (US$2.35).
The bag’s viral success became a major news story, framed as “traditional intangible cultural heritage going global.” Hand-stitched by Guangxi ethnic minority embroiderers, the tiger-head bag sold out within hours. (I also ordered one on Taobao, and received a notification today that they won’t be shipping out until late July).
📌 13. The Banquet Centerpiece
The centerpiece table at the welcoming banquet—which accompanied dishes such as lobster in golden broth, crispy spiced beef, Peking roast duck, salmon in mustard sauce, classic conch pastry, tiramisu, and more—was a spectacle in its own right and quickly became a topic of discussion online.
Designed as an elaborate miniature landscape, it featured a large pond, swans (traditional symbols of fidelity and harmony), white doves representing peace, flowers, garden pavilions, and a detailed replica of Beijing’s Temple of Heaven.
📌 14. Jensen Huang Has Noodles in the Hutongs
Jensen Huang went viral multiple times over the past week, but one standout moment was his noodle stop at a hutong in central Beijing. He was filmed standing outside eating while dozens of people watched and took pictures; other clips showed him strolling through the surrounding alleyways.
About the noodle place: the address is No. 83 Fangzhuanchang Hutong (方砖厂胡同83号院). It is a small Bib Gourmand-listed eatery that serves only zhajiangmian (Beijing fried sauce noodles). Waiting in line was already common, but with Jensen Huang’s visit going viral, queues are likely to get even longer. Located between Nanluoguxiang and Qianhai, it makes for a perfect stop for a late lunch and an afternoon stroll. (Worth noting for your next hutong trip.)
The restaurant, by the way, was remarkably quick to capitalize on the moment and establish itself as the Jensen Huang noodle spot. By May 15, it had already put up a poster featuring Jensen Huang enjoying a bowl of noodles there (image via @_FORAB on X).
📌 15. The KTV Night
Chinese netizens jokingly fantasized about what would happen after the Trump–Xi summit: a late-night KTV session in Beijing with Donald Trump, Tim Cook, Lei Jun, Elon Musk and Larry Fink.
With the whisky bottles, fruit platters, and dim purple lighting, it is a classic Chinese KTV scene. The men sing “My Good Brother” (我的好兄弟) together, an appropriate song about friendship, loyalty, and supporting each other through difficult times.
🗣️ Quotes
🎙️ “The most important thing by far: Iran cannot have a nuclear weapon” (Donald Trump upon departure from D.C. to China).
🎙️ “There are those who say this is maybe the biggest summit ever. They can never remember anything like it. In the United States, people aren’t talking about anything else.” (Donald Trump during the bilateral meeting in the Great Hall of the People.)
-“It seems Trump was very happy with the welcome ceremony. This is a treatment he’s never enjoyed in the US, and the US probably could not organize a welcome ceremony on this scale.” (Popular Weibo comment after the welcome ceremony.)
🎙️ “The Taiwan issue is the most important issue in China–US relations. If it is handled properly, the overall relationship between the two countries can remain stable. If it is handled poorly, the two sides could face confrontation or even conflict, pushing the broader China–US relationship into a highly dangerous situation.” (Comments by Xi during bilateral meeting as reiterated by China’s Ministry of Foreign Affairs.)
🎙️ “This visit is a historic and landmark visit. Thus far, we have established a new bilateral relationship – a constructive strategic stable relationship – which constitutes a milestone event.” (Xi Jinping while hosting Trump in Zhongnanhai.)
🎙️ “The days of Trump’s visit to China were the most disciplined, most normal, and most presidential days since he took office.” (Blogger @许韬de微博 on May 15.)
🎙️ “The Chinese do not want to see this place—let’s just call it a place, because no one knows how to define it—go independent. I think they probably would do something pretty harsh, and then they would be met harshly and bad things will happen (..) But I’d like to stay the way it is (..) I don’t want anyone to become independent. Do we really have to travel 9500 miles to fight a war? I am not looking for that.” – (Trump in Fox News Special Report Spotlight, May 15.)
🎙️ “The great rejuvenation of the Chinese nation and making America great again can proceed in parallel, reinforce one another, and benefit the world.” (Chinese Foreign Minister Wang Yi on May 15 during a press briefing.)
🎬 Behind the Scenes
During a B-roll-style Fox News livestream that, for at least 90 minutes, showed little more than preparations and staff members walking around the Temple of Heaven grounds, one cameraman kept rolling during a notable confrontation between the U.S. press pool and Chinese security.
While Trump and Xi Jinping toured the historic site, journalists and some members of the U.S. delegation were directed into a holding room inside the temple complex. They protested, insisting they were part of the Trump motorcade. The four-minute clip—which I extracted from the two-hour livestream and posted here—ends with journalists physically pushing their way out to rejoin the motorcade, with one member of the group reportedly saying, “We’re leaving! Don’t treat others the way they treat us.”
The incident occurred around the same time that one of Trump’s Secret Service agents was reportedly denied entry to the complex because he was armed, causing a delay in the visit.
🎵 Soundtrack
During the banquet, the Military Band of the People’s Liberation Army (中国人民解放军军乐团), led by conductor Wang Dengmei (王登梅), performed a music program: the actual soundtrack of this trip, with some notable choices.
🎵 Yulin Folk Tune (榆林小曲) — Traditional northern Shaanxi folk music, highlighting Chinese regional culture.
🎵 America the Beautiful (美丽的阿美利坚) — Iconic patriotic song honoring the United States.
🎵 China in the Glow of Lights (灯火里的中国) — Contemporary song celebrating China’s prosperity and development.
🎵 Edelweiss (雪绒花) — Familiar American favorite from The Sound of Music, evoking warmth and nostalgia.
🎵 The Butterfly Lovers (梁山伯与祝英台) — Classic Chinese love story and one of China’s best-known orchestral works.
🎵 Sousa March Carnival (苏萨进行曲《童年华》) — Festive medley of classic American marches.
🎵 Under the Silver Moonlight (在银色月光下) — Beloved folk song symbolizing China’s ethnic diversity.
🎵 We Are the World (天下一家) — Message of global unity and cooperation.
🎵 As You Wish (如愿) — Popular modern Chinese ballad.
🎵 Can You Feel the Love Tonight (今夜爱无限) — Disney’s Lion King song emphasizing harmony and affection.
🎵 Ode to the Pear Blossom (梨花颂) — Peking opera-inspired piece showcasing traditional Chinese artistry.
🎵 Y.M.C.A. — Trump’s unofficial anthem and a lighthearted diplomatic gesture.
That’s a wrap!
Many thanks to Miranda Barnes for helping curate some of the most memorable memes.
By Manya Koetse
(follow on X, LinkedIn, or Instagram)
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Chapter Dive
My Mum Has Two Husbands: The OPPO Mother’s Day Fiasco and 7 Other Gender Marketing Fails in China
Inside OPPO’s Mother’s Day PR fiasco and other failed marketing campaigns in China’s gender minefield
Mother’s Day is over, but OPPO is still recovering. The Chinese smartphone brand went viral over the weekend for a Mother’s Day marketing campaign that failed spectacularly. In the campaign, OPPO used the slogan: “My mom has two ‘husbands.’”
The accompanying text read:
“My mom has two ‘husbands.’ One is my dad, and the other one she sees twice a year. She barely dresses up for dates with my dad, but when she sees the other one, she’d wear a wedding dress if she could.” (“我妈有两个‘老公’，一个是我爸，另一个一年见两回。跟我爸约会基本不打扮，见另一个，她恨不得穿婚纱。”)
The OPPO ad was published online on May 8, 2026.
With this ad, OPPO was likely trying to tap into digital culture and resonate with younger consumers by using online slang.
In Chinese fandom subcultures, female fans sometimes refer to their idols as their “husband” (老公, lǎogōng) to express their devotion. It is part of a broader online joke, with some fans even incorporating life-size cardboard cutouts of their favorite celebrities into their weddings.
The phrase “real husband” (真老公) gained wider mainstream attention in late 2025 after a young Chinese bride unexpectedly ran into rapper and singer Jackson Wang on her wedding day and posted:
💬 “Who understands this? I met my real husband on my wedding day!” (“谁懂啊！婚礼当天遇到了真老公!!”)
The ‘real husband’ post that went viral in late 2025 and early 2026.
Although some commenters found it funny, the bride was heavily criticized for publicly calling a celebrity her “real husband” on her wedding day, using the same word (老公) that refers to her literal spouse, as if she were placing her idol above her actual groom.
💬 “This makes it seem as though she does not truly regard the man she is legally marrying as her husband at all,” one among many commenters wrote.
While OPPO was probably aiming for a tongue-in-cheek campaign featuring an energetic and youthful mother who adores her idol, the company appears to have badly misread the room.
After the ad was posted on Weibo and other social media channels ahead of Mother’s Day, backlash quickly followed.
Many netizens were confused and did not understand the reference to fan culture. Some said they were simply “baffled” by what they saw as an inappropriate message suggesting that mom was cheating—and on Mother’s Day, no less!
💬 “Without reading the comments, I thought the ad was saying the mother was cheating and didn’t love her husband, but had a side lover she was crazy about,” one Xiaohongshu commenter wrote.
Others asked whether the creators would have been willing to run a similar Father’s Day campaign with the line: “My dad has two wives.”
Fan culture remains far removed from the everyday experience of many ordinary Chinese netizens, creating not just a gender divide but also a generational and social one.
Even when people understand that an “idol husband” is purely fictional, the term 老公 (lǎogōng) still carries the literal meaning of “husband” and implies emotional devotion to someone outside the marriage. For some, that feels disrespectful.
Many also questioned the contrast at the heart of the campaign: why does mum barely dress up for dates with her husband, yet would supposedly wear a wedding dress to see a celebrity?
Others believe celebrity fandom in China has already gone too far, and felt that using this language in a mainstream advertising campaign was especially misplaced.
As one marketing commentator on Xiaohongshu Cathy聊品牌热点) put it, OPPO had managed to offend almost every relevant audience: male consumers who saw the ad as disrespectful to husbands, fandom communities who did not want their inside jokes dragged into mainstream advertising, women who support gender equality, and many others who hold strong views about traditional family values.
Emotional Infidelity as a Form of Female Self-Expression
The brand quickly took the campaign offline and apologized. But in their initial apology post, OPPO explained that it had merely intended to challenge gender stereotypes and present a “more diverse and multi-dimensional image of today’s mothers,” women who can enjoy celebrity fandoms and pursue hobbies beyond their roles as wives and mothers.
OPPO’s first apology: “Our original intention was to break stereotypes and present a more diverse and multi-dimensional image of today’s mothers.”
That explanation sparked another wave of criticism, with many arguing that OPPO had completely missed the point. Few people objected to the idea that mothers can have celebrity idols or personal passions. What many found problematic was the suggestion of romantic involvement outside the marriage.
One Weibo commenter (@甲申鬼友), who called the entire episode a “PR disaster”, suggested that the problem was that OPPO framed emotional infidelity as a form of female self-expression.
They wrote:
💬 “The controversial slogan “My mom has two husbands” was not about challenging stereotypes about mothers. Instead, it glorified the tacky behavior of a married woman calling a celebrity “husband” and wanting to wear a wedding dress to see him, presenting it as a form of female self-expression. Implicitly, it suggested that a real husband should unconditionally accept his wife’s “emotional infidelity.” (…). The message conveyed by the campaign was clear enough: it alienated men and mothers who still value loyalty and commitment in relationships.”
It soon became clear that OPPO’s handling of the issue was turning into a bigger problem than the ad itself.
As netizens continued to criticize the campaign, the controversy was amplified by blogs, mainstream media, and state-affiliated organizations.
The China Advertising Association (CAA), the country’s leading advertising body operating under state supervision, weighed in, along with the All-China Women’s Federation (ACWF), China’s main state-linked women’s organization.
Both organizations echoed familiar Party messaging, criticizing marketing that crosses the boundaries of public morality, deviates from core socialist values, violates traditional family ethics, or “misleads the public, especially young people, about social values.”
As the controversy escalated, attention also turned to OPPO’s China region brand strategy director, Yu Siyue (余思月), a graduate of Wuhan University’s School of Chinese Language and Literature.
The university itself then entered the discussion by posting a statement on Weibo saying it was “shocked” by the campaign. It said it “strongly disagrees with the content (..) and the values conveyed,” distancing itself from both the campaign and its alumna. (In a detail I found unintentionally amusing, the statement also noted that Yu had once been praised for helping an elderly passenger on a bus.)
Wuhan University itself was also criticized for inserting itself into a controversy that had little to do with the university. Chinese media outlet Yicai asked: “Who forced Wuhan University into this disastrous move?” Even political commentator Hu Xijin called the statement an overreaction and a sign of “public opinion anxiety syndrome” (舆情焦虑症).
In the end, OPPO apologizedc a second time on Monday, this time stating that both the campaign and its initial response reflected serious shortcomings in the company’s values and judgment. The company said it had lost sight of “upholding the boundaries of China’s core socialist values.”
OPPO said the incident had led to disciplinary measures against those responsible, and the company promised it would ensure that future campaigns better align with “mainstream values.”
Lessons to Be Learned
There are a few things to be learned from OPPO’s PR nightmare:
🔍 1. Marketing fails are often about the response
Once a marketing controversy breaks out, the company’s response often matters more than the original mistake. If the response fails to address the actual criticism, the fallout can become much worse than the initial problem.
🔍 2. In China, PR controversies quickly become political issues
In China, public relations is inherently political. What begins as criticism from netizens can quickly be amplified by state media and official organizations. In the process, a relatively minor marketing controversy can be reframed as a broader debate about morality and family values. Once that happens, the issue is no longer just about a poorly judged advertisement but becomes a tool for boosting official narratives and reinforcing broader Party priorities.
🔍 3. In China’s cancel culture, everyone rushes to distance themselves
Chinese online backlash can be intense and unforgiving. Once a controversy takes off, everyone rushes to distance themselves from it. The fact that OPPO’s brand director became a target, and that even Wuhan University felt compelled to issue a public statement, illustrates this dynamic. At the same time, such overreactions can backfire, especially when an organization emphasizes that it is “not involved” by publicly engaging in the controversy. Sometimes, silence really is golden.
🔍 4. Gender-related marketing in China is a minefield
This episode is another reminder of how difficult it can be for brands to engage with gender-related themes in China. Companies eager to appear youthful and relatable may underestimate just how sensitive these issues are, and how quickly a seemingly playful campaign can turn into a major controversy.
Not Just OPPO: When Gender-Related Marketing Goes Wrong
OPPO is far from alone.
In recent years, language, jokes, and messaging related to gender, feminism, and male-female relationships have become some of the most sensitive issues in Chinese advertising.
In a rapidly changing China, gender roles are evolving, identities are shifting, and ideas about what is considered feminine or masculine are increasingly contested.
Expectations around what female consumers want and what male consumers value are also in flux. Younger and older generations, and especially male and female netizens, often disagree about what is socially acceptable amid women’s growing assertiveness, persistent patriarchal attitudes, and changing global trends.
For advertisers and creative directors, this creates a particularly difficult environment. Brands are trying to tap into consumers’ purchasing power and keep up with shifting social norms, while also staying within the bounds of official values and political priorities. As a result, it is easy to misread the mood and miss the mark.
Campaigns can inadvertently reinforce traditional gender hierarchies, sexualize women, portray men in ways that spark backlash, or rely on outdated stereotypes.
And, as the OPPO case shows, even campaigns that genuinely aim to challenge stereotypes can end up provoking criticism instead.
Below are seven other examples of brand campaigns in China that backfired over the past decade.
💥 #1 Blue Moon: Mother’s Day Marketing Backfires
Marketing campaign (2024): “Let Mom Do the Laundry More Easily”
Main problem: Reinforcing outdated gender stereotypes
China’s household cleaning giant Blue Moon (蓝月亮) also found itself at the center of a marketing controversy after a 2024 Mother’s Day elevator ad campaign promoting its premium laundry detergent with the slogans “Let mom do the laundry more easily” (“让妈妈洗衣更轻松”) and “Mom, you use it first” (“妈妈您先用”).
Many users objected to the message, arguing that it portrayed doing laundry as something that naturally belongs to mothers and reinforced traditional gender stereotypes. As part of a Mother’s Day campaign, critics said the messaging was particularly inappropriate.
As in OPPO’s case, Blue Moon’s crisis management made matters worse. The company’s initial response suggested the controversy was merely a “misunderstanding” and said the campaign was intended to express gratitude to mothers. Many netizens disagreed, arguing that Mother’s Day and mothers doing the laundry had nothing to do with each other.
💥 #2 Fuyanjie: “Too Dark and Stinky”
Marketing campaign (2022): “83% of men are unwilling to go down on their partner because it’s too dark and stinky”
Main problem: Straightforwardly sexist
In 2022, the well-known Chinese feminine hygiene brand Fuyanjie (妇炎洁) promoted a pink-colored intimate wash by claiming that “surveys show that 83% of men from South Korea, Japan, and China are unwilling to go down on their partner because it’s too dark and stinky” (“中日韩三国社会调查显示：83%的男性不愿意给伴侣口爱的原因竟然是太黑太难闻下不去嘴”).
Besides promising to make the genital area pinker, the campaign also suggested that hyperpigmentation could be caused by wearing tight pants and having too much sex.
The brand drew widespread criticism for being vulgar, insulting to women, and completely unscientific. Some netizens suggested that the ad makers should focus on turning their own penises pink instead.
Fuyanjie apologized and took both the campaign and the product offline.
(Remarkably, this was the brand’s second major controversy. In 2016, one of its intimate wash products carried the slogan: “I can’t wash away your past, but I can wash your future clean” (“我不能洗掉你的过去，但我能洗干净你的未来”), a line widely criticized as slut-shaming.)
💥 #3 Coconut Palm: Big Boobs, Short Skirts, and a Marketing Strategy Built on Controversy
Marketing campaign (2022): Busty women in tight tops and shorts dancing on livestream
Main problem: Objectification of women & crossing official lines
During China’s National Day holiday in the 2022 Covid & livestream year, Chinese coconut drink brand Coconut Palm (椰树椰汁) found itself at the center of controversy over a series of promotional streams on Douyin.
The company had already been fined twice by authorities for advertisements and packaging suggesting that drinking Coconut Palm could promote breast enlargement.
The 2022 livestreams featured several attractive, busty women in tight tops and short shorts dancing in front of the camera. The broadcasts drew even more attention when they were repeatedly interrupted and cut off by the platform.
There was little new about the campaign. Coconut Palm’s marketing has revolved around voluptuous women and sexually suggestive slogans for more than 25 years.
One of the company’s most famous slogans was “I’ve been drinking it since I was little” (“我从小喝到大”). While literally meaning “I’ve been drinking it since childhood,” the phrase can also be interpreted as “I grew big [breasts] by drinking it.”
The livestreams reignited debate on Chinese social media about the objectification of women in advertising and online culture. Coconut Palm is the only example on this list where controversy appears to be a core part of the brand’s marketing strategy. And while regulators have repeatedly taken issue with its approach, many consumers seem to appreciate the brand precisely for its refusal to change.
💥 #4 Ubras: “Underwear That Helps Women Win in the Workplace”
 
Marketing campaign (2021): Underwear so comfortable that it can “help women lie down and win in the workplace”
Main problem: Sexist and offensive
Popular talk show host and comedian Li Dan (李诞) sparked controversy on Chinese social media in 2021 over a promotional slogan for the Chinese women’s underwear brand Ubras. Their slogan (“让女性轻松躺赢职场”) can be loosely translated as “make it easy for women to win in the workplace lying down.”
The phrase was widely interpreted as suggesting that women could use their bodies or sexuality to gain an advantage at work. According to the brand, the intended message was simply that Ubras bras are so comfortable that women could “lie down and win.” The full slogan was: “一个让女性躺赢职场的装备” — “equipment that helps women lie down and win in the workplace.”
Many people felt it was inappropriate not only for a male celebrity to promote women’s underwear, but also for the campaign to draw a connection between lingerie and workplace success.
Ubras and Li Dan both apologized for the “inappropriate wording,” and all related promotional content was removed.
💥 #5 Intel: When a Brand Ambassador Becomes the Controversy
 
Marketing campaign (2021): “Intel’s standards are even higher than mine when choosing a partner”
Main problem: Caught in China’s gender wars
Tech company Intel sparked controversy in 2021 by appointing Chinese comedian Yang Li (杨笠) as a brand ambassador in China. Yang Li had become a polarizing figure because of her jokes about men, including her famous line: “Men are adorable, but mysterious. After all, they can look so average and yet be so full of confidence.”
In Intel’s campaign, Yang said: “Intel’s standards are so high — even higher than mine when choosing a partner.” (“英特尔的眼光太高了，比我挑对象的眼光都高。”)
The line itself was relatively harmless. What triggered the backlash was Yang’s public persona.
Some male netizens accused Yang of being sexist and argued that Intel, a company selling laptops and computer chips, should not be represented by a comedian known for mocking men — especially when men were seen as a key target audience.
Intel subsequently deleted the advertisement from its social media channels and ended its collaboration with Yang Li.
That decision, however, sparked a second wave of criticism. Many female netizens accused Intel of caving to online pressure and asked what had happened to the company’s commitment to diversity and inclusion. Others mocked Intel for changing its marketing strategy to appease China’s “ordinary yet confident” men.
💥 #6 Juewei Duck Neck: “Tender, Juicy — Want Some?”
 
Marketing campaign (2017): Sexually suggestive Singles’ Day poster
Main problem: Vulgar and objectifying
Ahead of the 2017 Singles’ Day shopping festival, Chinese snack chain Juewei Duck Neck (绝味鸭脖), one of China’s largest duck neck and marinated meat brands, published a promotional poster on its Tmall store showing a cartoon woman in short shorts lying on a bed with chains around her ankles and her legs spread apart, with one of the company’s products placed in front of her.
The slogan read: “Tender, juicy — want some?” (“鲜嫩多汁，想要吗”). The sexually suggestive image triggered immediate controversy and widespread criticism.
Juewei Duck Neck later issued a nationwide apology, and both the company and the advertising agency responsible for the campaign were fined 600,000 yuan (approximately US$88,000) each.
💥 #7 IKEA: “If You Don’t Bring Back a Boyfriend, Don’t Call Me Mom”
Marketing campaign (2017): Turning parental pressure to marry into a lifestyle ad Main problem: Reinforcing social pressure on unmarried women
A 30-second IKEA commercial sparked controversy in China in 2017 for portraying parental pressure on an unmarried daughter to find a boyfriend.
In the ad, a mother tells her daughter at the dinner table: “If you don’t bring back a boyfriend next time, then don’t call me Mom.” (“再不带男朋友回来，就别叫我妈,”)
The doorbell then rings, and a young man holding flowers appears. The parents immediately brighten, make the living room more welcoming, and set out IKEA tableware for a celebratory meal. The tagline reads: “Celebrate everyday life easily” (“轻松庆祝每一天”).
The ad drew widespread criticism, especially because it aired at a time when many women in China were pushing back against intense social pressure to marry by a certain age. Critics argued that IKEA was trivializing this while reinforcing outdated expectations about marriage and filial duty.
IKEA apologized and removed the commercial.\
Eye on Digital China, by Manya Koetse, is co-published on Substack and What’s on Weibo. Both feature the same new content — so you can read and subscribe wherever you prefer. Substack offers community features, while What’s on Weibo provides full archive access.
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Matteo
February 8, 2017 at 11:47 pm
Probably they could achieve the same result following the path made by other countries, instead of torturing people for decades.
fgt
February 17, 2017 at 10:49 am
Like India? Who’s still struggling to implement a three-child policy and suffers from chronic local famines to this day?
The common misconception is to attempt to compare China with Japan, South Korea and Taiwan and similiar high-income and fully developed countries. All these countries achieved their growth with as little population pressure as China or India is currently attempting. And, yes, they made it. At Easy Mode. Congratulations to them.
For extremely populated countries like China or India, any economic growth divident will be immediately swallowed up by the masses of poor population who are multiplying exponentially due to natural reasons, such as hardships and insecure resource supplies. Ever wondered why poor people in less developed countries happen to have 20+ children? Because it’s a natural thing to do, if you cant ensure the survival of every child: Humans and animal alike will automatically give birth to as many as they can, so that at least some children will survive to carry on the genetic line. Sounds pretty inhumane and cruel, but that’s nature for you. And as such, extremely populated countries who do not act, happen to be sentenced to eternal poverty.
China did the right thing: They have curtailed their population growth by brute force, so that the little economic gains at the start of the reform and opening phase wouldnt be swallowed up by the population pressure.
Look at India for what China would be today, if they didnt torture their people for a greater good.
Shiner
February 13, 2017 at 8:55 pm
Not wanting to refute your conclusions, but “one of the highest rate of women in management positions” is incorrect.
The shown table is in alphabetic order. This should have been picked up easily.
Also, it might have been more clear in the most recent CS Gender 3000 report of last year, where China has been trailing behind and has actually dropped on the list in the last between 2010 and 2015.
See also page 8 on
http://publications.credit-suisse.com/tasks/render/file/index.cfm?fileid=5A7755E1-EFDD-1973-A0B5C54AFF3FB0AE
admin
February 14, 2017 at 12:11 am
Thank you for the heads up, you are of course completely right – don’t know how I could’ve missed that. It is now adjusted in the article. Appreciate the input. Best, Manya
Jim Harkness
May 5, 2017 at 12:57 am
Interesting to see what people are saying about this issue, but most of the woman-benefiting measures mentioned could have happened without the One Child Policy, (and in fact preceded it) and it’s hard not to notice the 50 million missing women and girls that resulted from the Policy. Of course, context is everything. If the Policy had not coincided with the Household Production Responsibility System being instituted in agriculture, many of the negative impacts would have been considerably smaller.
google street view
March 20, 2019 at 7:24 am
Manya, thanks for this very insightful article.