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New SK-II Commercial Shows the Strong Message of China’s “Leftover Women”

A new ad campaign by skin care brand SK-II on China’s ‘leftover women’ has gained huge support on Chinese social media.

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A new ad campaign by skin care brand SK-II titled ‘She Finally Goes to the Marriage Corner’ (她最后去了相亲角) has gained huge popularity on Chinese social media. The short video shows how women, pressured to get married by their families and society, pluck up the courage to speak out and get their message heard.

The Japanese cosmetics company SK-II released its new campaign film on April 6, which attracted over 1.2 million views on Chinese video platform Youku within a day. The film, titled ‘She Finally Goes to the Marriage Corner’, seems to have touched the hearts of many “leftover women” in China.

“I will not die unless you get married!”

In China, marriage often comes with social and familial pressure. This holds particularly true for women. Once over 25, single girls are soon tagged “leftover women” (剩女), and the immense pressure to marry comes into play.

crying

The pressure reveals itself in various ways. Parents suddenly seize every opportunity to investigate your ‘relationship status’, and vague relatives show their surprise upon hearing still single. Married friends become the ‘perfect examples’ that pop up during dinner talk: “Look at ***, her child can go buy soy sauce now!” Spring Festival, usually the time for family cosiness, turns into a nightmare where you are constantly bombarded with questions and unwanted advice concerning your marital status. You may even find yourself in an awkward situation where you are lured into meeting a total stranger on a blind date.

But it is always the parents who are the most concerned. In the ad campaign, moms and dads express their worries over their single daughters, saying “don’t be so picky!”, “you’re already a leftover woman now”, “please get this solved as soon as possible”, and: “one day your single status will be a heavy burden to our heart”. The most serious of these concerns appears in the beginning of the film, where a man’s voice says resolutely: “Father will not die unless you get married!” (“你一天不结婚,父亲就一天不死”)

Marriage Corner, People’s Square, Shanghai

Why is marriage so important in China? In SK-II’s campaign, it is mainly explained through Chinese culture, where the traditional view holds marriage as an indispensable part of life, and where there’s a conception that only married women are ‘real’ women. Another cultural aspect is the Confucian philosophy of filial piety, a virtue of respect for one’s father. Not getting married is perceived as a defiance of filial piety.


The SK-II ad campaign that has gone viral on Chinese social media.

The pressure to marry becomes real tangible at the ‘marriage corner’ in People’s Square, Shanghai. For several years, parents get together at People’s Square at weekends. They write their children’s information on a piece of paper, including their appearance, job, income, education, and whether they have an apartment or a car. Parents can then look if any of the posted persons fits their ideal of the perfect son- or daughter-in-law. In 2014, an app named “Marriage Corner at People’s Square” was even published for iOS systems, allowing parents to continue their search online.

Although the marriage corner is a popular spot for parents helping their kids look for a partner, young people are generally not particularly enthusiastic about this idea. In the ad campaign, one woman says the marriage posts are like “commercial advertisement to sell a product.”

“I don’t want to marry for marriage’s sake. I will not be happy.”

In the final part of the video, the featured “leftover women” decide to go to the Marriage Corner themselves. Not to surrender to the pressure and settle on a husband, but to make their own “advertisements” with smiling pictures, saying: “I don’t want to marry for marriage’s sake; even single, I have a happy life which I love.”

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‘Confident’, ‘independent’, ‘life-loving’ – that is how these women define themselves. One father responds saying: “If she is happy with being single, we will respect her choice.”

Chinese netizens have collectively expressed their support for the women in the film. One netizen says, “Whether I am married or not is nobody’s business… even if I don’t marry until I’m 80, as long as I am happy, my dad has no say in it.”

Many also write about their wish to be the boss over their own marriage choice. Another netizen says: “Our society has always taught women how to lower their heads; it has never really respected women (..). I wish all girls live a happy, confident and courageous life!”

Calling for change in traditional view on women

The popularity of SK-II’s ad campaign is not surprising. Its chosen topic is a hot topic in China recently, as discussions about traditional views on women regularly flare up on social media.

On March 26, the story of a 27-year girl attempting suicide due to marriage pressure triggered heated discussions on Weibo. Many netizens identified with the girl, and told of their own experiences of being ‘forced to marry’ (逼婚).

Earlier this week, a heated discussion erupted about how society treats women, after the attack of a woman in a Beijing hotel.

Popular Weibo accounts such as Women’s Rights Voice post daily updates on women in China, their portrayal in the media, and gender equality.

pressure

Meanwhile, the SK-II video is still being shared and discussed on Chinese (social) media. Many netizens praise the brand for its smart marketing, others only see the message it brings: “Don’t let other people determine your future for you.”

– By Diandian Guo

©2016 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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Diandian Guo is a China-born Master student of transdisciplinary and global society, politics & culture at the University of Groningen with a special interest for new media in China. She has a BA in International Relations from Beijing Foreign Language University, and is specialized in China's cultural memory.

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China Digital

Didi Riders Can Now Have “Verified Party Members” Drive Them Around

Party-building 3.0? Didi has got it covered.

Manya Koetse

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This is Party-building in the new era: Didi now allows users of its Premier Car Service to let a verified Party member drive them to their destination.

On September 20, as the People’s Republic of China is nearing its 70th-anniversary celebrations, the country’s most popular taxi-hailing app Didi published an article on Weibo and WeChat explaining its verified Party Member Driver Program.

Recently, riders in Beijing may have noticed something different at Didi’s Premier Car service, which is called “Licheng” 礼橙专车 since June of last year.

Some of Licheng’s drivers now have a red background to their profile photos accompanied by a Communist Party emblem. Upon clicking the profile of these drivers, customers will see that this driver is a Party Member Driver (“党员司机”) – meaning that the Didi driver’s status as a Party member has been verified through Didi’s “Red Flag Steering Wheel” program (红旗方向盘项目) that was set up in November 2018.

Didi’s “Red Flag Steering Wheel” program (红旗方向盘项目) that was set up in November 2018. Image via Guancha.

Didi writes that these drivers can also be identified as Party members through the red sticker on the dashboard at the passenger side, which literally says “Party member driver.”

The article explains that the recent project is an effort to contribute to China’s Party-building in the digital era, and that Didi aims to establish a Party member community within its company.

This car is driven by a Party member (image via Didi/Weibo).

The company is apparently planning to make this community a lively one, as it promises to provide online and offline activities that will help these drivers stay up to date with the latest developments within the Party, and that will increase their “Party awareness.”

Starting this month, Didi will reportedly also offer “patriotic classes” to all of its drivers via its online classroom program.

China has more than 88 million Party members. Party membership does not come overnight; those who want to become a Communist Party member need to attend Party courses, pass written tests, be recommended by other members, and pass a screening (read more here).

As for now, riders cannot manually pick to have a Party member as their driver; a nearby driver will be automatically selected when they order a car – if it is a Party member, they will know straight away from the driver’s profile.

For now, Didi has set up “mobile Party branches” in Beijing, Shanghai, Shenzhen, and a number of other cities.

On Weibo, some see the initiative as a marketing move from Didi’s side. “If you hear the driver is a Party member, you know it’s reliable. It’s a good thing.”

The past year was a tough year for Didi, after the murders of two young women by their Didi driver made national headlines, causing outrage and concerns about customer’s safety when hailing a car through the Didi company.

By Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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China Digital

“Don’t Download This App!” – A Top 10 of Harmful Chinese Apps

This latest top 10 of harmful Chinese apps comes amid a heightened media focus on mobile users and cybersecurity in China.

Jialing Xie

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Thousands of apps are available to China’s mobile users, but not all of them are safe. These apps were marked as harmful by Chinese state media this week.

On September 17, Chinese state media outlet Xinhua News Agency issued a top 10 list of harmful mobile apps. The list, published via various social media outlets, raised discussions online about the security risks of seemingly innocent and fun apps.

The top 10 list comes during China’s 2019 “Clean the Web” (净网) campaign, an ongoing nationwide initiative organized by Chinese authorities to clean China’s digital environment by eradicating pornography and ‘illegal publications’ (扫黄打非).

As the People’s Republic of China will soon celebrate its 70th anniversary, the “Clean the Web 2019” campaign is now in full swing.

According to China’s National Computer Virus Emergency Response Center (NCVERC), the 10 listed ‘harmful apps’ posing hazards related to illegal gambling, stealing personal data, and having in-app downloads without users’ permission.

The full list of harmful mobile apps (and their bugged versions) is as follows.

 

The following first four apps are accused of personal data breaches:

 

1. ‘Happy Eliminating’《开心消消消》(Version 1.1)

The app on the left (开心消消消) is very similar to another popular gaming app called Happy Elements (开心消消乐).

This gaming app (image on the left), is highly similar to another popular gaming app known as Xiaoxiaole or Happy Elements (开心消消乐) (on the right).

 

2. ‘Digule’《嘀咕乐》(Version 1.0.1)

App screenshots from SnapPea.

This app promises to offer free comics and offline downloads. The app presents itself as being “non-ads interference” on the Android Market.

 

3. ‘Mifeng Yx’《蜜蜂优选》(Version 2.4.2)

This app helps users to get discount from popular online shopping sites such as Tmall and Taobao.

 

4. ‘Yangling Travel’《杨凌旅游》

This is a travel app that offers a wealth of information related to self-guided tours, travel tips, and hotel booking services.

 

The following apps have been labeled as ‘harmful’ for containing malware; their plug-ins and bundles drain users’ cellular data by downloading promotional ads and mobile apps in the background without permission:

 

5. ‘Zhijiao YXY’《职教云学院》(Version 1.0.2)

Zhijiao YXY is an online teaching platform for vocational education.

 

6. ‘Fashion Snap’《时尚快拍》(Version 3.6.72)

Fashion Snap is a beauty camera and photo editor tool.

 

7. ‘Watermark Images’《水印修图》(Version 4.0.91)

This is another photo editor tool featuring photo watermark add-ons.

 

These last three apps were linked with gambling activities by Chinese state media, or have security vulnerabilities making users susceptible to financial losses:

 

8. ‘Cute Puppy Go Home’《萌犬回家》(Version 2.0)

This is an app that matches pets with potential adopters.

 

9. Guess-emoji-challenge (Version 1.1)

As its name indicates, this is a mobile gaming app all about emoji guessing.

 

10. Warehouse Manager《仓库管家》(Version 1.0.1)

This is a warehouse management application.

(Note that we found two additional apps with the exact same name on AppAdvice, both are described as warehouse management applications – so for now, it is not clear which one of the three is the one referred to by Xinhua, and how it is associated with gambling.)

 

In addition to warning Chinese mobile users about the aforementioned versions of the 10 apps, Chinese media also spread the NCVERS’s advise in recommending netizens to use “real-time monitoring” anti-virus apps to help detect malware carried by illegal and harmful apps. 

In response to the report on the harmful apps, SinaTech News launched a poll on Weibo asking people what unwanted side functions mobile apps they dreaded the most.

At the time of writing, a majority (48.7%) of the 77,000 people participating in the poll indicated that “collecting user data without permission” is one of the things they loathe the most.

With China’s Cybersecurity Week kicking off earlier this month, there’s recently been an increased (social) media focus on cybersecurity in China.

This week, Chinese cybersecurity experts warned social media users not to post photos of themselves doing a V-sign gesture, since criminals could possibly abuse their fingerprint data.

The Chinese app Zao also sparked major privacy concerns in China earlier this month. The app, that was released on August 30, allows users to play with face-swapping and “deepfake” effects. There were soon concerns about the app’s questionable privacy policy, which stated it had “free, irrevocable, permanent, transferable, and relicenseable” rights to all user-generated content (also see The Guardian).

By now, the hashtag ‘Ten Lawbreaking & Harmful Apps” (#十款违法有害App#) has received over 130 million views on Weibo.

“This is a time for all of us to be concerned,” one Weibo blogger writes, with others agreeing: “I think all apps are collecting our data nowadays.”

But not all people seem to be so worried: “Weibo, WeChat, and Baidu – I’d say those apps are really harmful! They are harmful because they make me waste so many hours of my day.”

Read more about Chinese apps here.

By Jialing Xie

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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