Imagine if the worst thing a woman could do to her parents is remain single past the age of 25. In China, these women are known as “sheng nu”, which translates into ‘leftover women’. Not conforming to their society’s norm of being married by a certain age carries with it a cloud of shame and disappointment.
On 7th April, the Japanese skin care giant SK-II unearthed a society that prioritises marriage and motherhood for women. Their ad, “Marriage Market Takeover” which went viral, targets the prejudice women over the age of 25 run up against every day in China for being single. The four-minute long documentary-style video follows five women and their parents as they expose the heartbreaking reality that an unmarried woman is seen as incomplete. In the ad, the women hold back their tears while revealing their personal testimonies, tugging at the viewer’s heart strings.
In a statement to the BBC, SK-II President Markus Strobel said the advert was part of “a global campaign to inspire and empower women to shape their destiny”. “The film sheds light on the real-life issue of talented and brave Chinese women feeling pressured to get married before they turn 27, for fear of being labelled sheng nu. He also said the company was adopting “a positive approach in helping women face pressures”.
In our Western society, Hollywood capitalises on the ideals of marriage and that it is ultimately the goal of every relationship, but this is not always the case. “Marriage Market Takeover” ends on a note of encouragement offering an escape from the pressures of society to be married and not allowing that to define a woman’s future.
Thousands of Chinese social media users praised the video and its empowering message for women. This video not only sheds light on the primitive mentality of Chinese society but it is also the start of a conversation that desperately needs to take place. Woman not are not just wives or mothers, they are primarily individuals who are capable of deciding their own future.
https://www.youtube.com/watch?v=irfd74z52Cw&nohtml5=False
Laura Schembri