In this millennium world, one would think late marriage or not having kids after marriage is something normal. Not in China. Single women over the age of 25 are being labelled as “Sheng Nu”, which translates to “leftover woman”, a term was made popular by the All-China Women’s Federation in 2007 according to The New York Times.
Keeping up with the theme #changedestiny, an ongoing global campaign to inspire and empower women to shape their own destiny, SK-II launched a four-minute film “Marriage Market Takeover” empowering single women in China to stand up from being labelled as leftover woman.
The four minute empowering film with 1.4 million views to date shows that marrying for love is not as easy as said. In China, parents would list their unmarried children in the marriage markets. Parents would go to the extend of posting ads up, comparing and matching height, weight, salary, values and personalities of their own child. The film also features the dilemma of the interviewees between choosing their own destiny and meeting their parents’ expectations.
SK-II is taking a positive approach in helping these women face the pressure with this campaign. A huge and beautiful installation was made with SK-II’s own ”marriage ads” with messages from hundreds of independent women, stating that they want to be in control of their own destiny.