SK-II crashes China’s well-known marriage market to deliver an important message: there’s nothing wrong being a ‘leftover woman’.
Shang Nu, or ‘leftover woman’, is a stigma every Chinese woman has to endure if she is still unmarried over the age of 25. In a society where your marriage status becomes the measure of your worth, single Chinese women are now experiencing the pressure of meeting society’s expectations.
In line with SK-II’s #ChangeDestiny campaign of empowering women to be the driver of their own destinies, the skincare brand’s Chinese-targeted four-minute film zoomed into the lives of the real ‘Sheng Nus’ – of how they cope with the painful label while their families share their sentiments.
The film also touched on the Marriage Market culture where parents took over the role of matchmakers, arranging marriages for their children in a park in China. Witness how SK-II takes over the traditional marriage market to positively uplift the meaning of a leftover woman — and why she will be a wonderful catch to the man she choose to love — just like any other woman.