Ikea has apologized and pulled a TV advert in China that showed a young woman being scolded by her parents for not having a boyfriend.
Photo: Screen shot from Ikea advert
The Swedish furniture giant has been accused of being sexist and promoting unhealthy Chinese family values after the advert was launched this week.
The scene opens with a mother scolding her daughter for coming to dinner alone, saying, "If you don't bring home a boyfriend next time, then don't call me Mum!"
A young man with flowers then magically appears at the door and is introduced by the daughter as her boyfriend.
The happy parents whip out the Ikea tableware, fill the young man’s plate with food and all is right with the world.
However, the ad caused quite a stir on Chinese social media, with many denouncing it online as sexist.
One Weibo user said, “An international brand Ikea should bring us the best things from the world and benefit China. It shouldn't be learning bad things from China and spreading them to the world."
Unmarried women above the age of 27 are colloquially known as “leftover women” in China after the Communist Party coined the phrase in a bid to encourage women to marry early.
However, the topic has become more taboo in recent years as young Chinese women push back against the outdated concept.
Ikea posted an apology on Weibo on Tuesday.
"This TV ad tried to show how Ikea can help customers easily and affordably convert a typical living room into a place for celebration. The purpose was to encourage customers to celebrate moments in everyday life," it said.
The company added that it "encourages people to live many different lifestyles", and that "gender equality is a fundamental part of the Ikea culture and values".
Warning：The use of any news and articles published on eChinacities.com without written permission from eChinacities.com constitutes copyright infringement, and legal action can be taken.
Keywords: sexist Ikea ad China
Disclaimer: The content in this section is translated, edited or re-posted from a third-party source. As such, it only represents the original author's personal viewpoint and not that of eChinacities.com. eChinacities.com is not responsible for the content of external Internet sites.
A Chinese man has been living at Beijing’s airport for nearly a decade because his wife won’t let him drink at home, according to reports.
A Didi driver in Zhejiang province, eastern China, saved a suicidal passenger’s life by getting him drunk, according to reports. The driver, surnamed Wang, picked up the 27-year-old in Jiande on Tuesday afternoon, according to the Qianjian Evening News. The man, who was already bleeding ...
A Chinese man with great art and crafts skills has been fined after painting his own road signs in a bid to ease his commute.
A man who rescued four people from a sinking car in Hangzhou has been rewarded with free fish head for life.
Chinese children are being urged to be on the look out for spies.
With less than a week to go until China’s fabled Single’s Day shopping extravaganza, Americans are working hard to get in on the action.
All comments are subject to moderation by eChinacities.com staff. Because we wish to encourage healthy and productive dialogue we ask that all comments remain polite, free of profanity or name calling, and relevant to the original post and subsequent discussion. Comments will not be deleted because of the viewpoints they express, only if the mode of expression itself is inappropriate. Please use the Classifieds to advertise your business and unrelated posts made merely to advertise a company or service will be deleted.
Please login to add a comment. Click here to login immediately.