[VIDEO] China's Leftover Women Outraged at Ikea TV Commercial
When doing business in China, overseas companies are best to leave the satire to the locals.
Furniture retailer Ikea has apologized and retracted a television advertisement that has sparked public outrage for the way it has depicted single Chinese women and their families.
After just one day of broadcast on Chinese television stations, Ikea has pulled the commercial, saying in a statement that they "apologize for giving the wrong impression."
The 29 second-long commercial (see below) features an adult Chinese daughter having dinner at home with her two parents whose disapproval of their daughter's lack of marriage prospects brighten immediately when she unexpectedly produces a boyfriend from out of nowhere.
In a series of quick edits, the parents upgrade their home with Ikea furnishings, which are marked in the commercial with their product names and prices.
However, the part of the commercial that has inflamed public outrage is the line of dialog that sets up its premise. Right at the beginning, the mother puts down her chopsticks loudly and complains to her daughter: "If you don't bring a boyfriend home, don't consider me to be your mother anymore."
Despite the comedic effect of the sudden mood shift of the parents as well as the father changing his shirt by ripping it off, the satire of the commercial went unnoticed by a public angry at the way it depicts single women.
READ: Ikea Set to Offer Online Shopping in China, But Initially Snubs Beijing
Viewers complained of being "disappointed" at the TV commercial for being "inappropriate" and showing the "wrong sense of worth."
One person complained that the ad promoted discrimination against 剩女 shèngnǚ, otherwise known as "China's leftover women."
"Not bringing a boyfriend home will result in a mean face and no festive atmosphere, but doing so will result in smiles and welcomes. How is this a family?" read the complaint.
Another complaint used the furniture retailer's corporate image against them. "It's hard to believe that the system of values (shown in the commercial) comes from Ikea and its brand of lifestyle comfort," it read.
In a statement, Ikea acknowledged that the advertisement's depiction of "gender equality" may have offended some people.
Although some online comments suggested that some people may be "too sensitive," one commenter replied that such an opinion substantiated the outrage.
One person said they "need to be sensitive" because "this ad enforces the idea that women are 'unprofitable enterprises' unless they can bring home a boyfriend."
"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," read the statement.
Not all comments found the advertisement to be offensive. One comment suggested that some people in China aren't confident when it comes to gender issues, saying: "A double standard exists when it comes to public opinion over the treatment of men and women."
The outrage over Ikea's recent commercial measures far beyond the reception given to a similar commercial made by a Chinese company.
Made by Thai director Thanonchai Sornsriwichai, a commercial for Didi Chuxing that debuted this past spring also features an unmarried adult Chinese daughter with disapproving parents. However, the prospective son-in-law is able to win the trust of the parents by comedically producing physical proof of his credentials, sometimes without even being prompted.
The ad sought to emphasize that Didi Chuxing's scrutiny of its drivers is as strict as Chinese parents' examination of a candidate for marrying their daughter.
The Didi Chuxing commercial prompted some negative feedback, but the company neither issued an apology nor retracted their commercial.
The Chinese public has been upset before at commercials made by foreign companies.
A commercial promoting second-hand Audi cars in China caused controversy earlier this year when yet another overbearing Chinese mother was seen inspecting the mouth of her prospective daughter-in-law immediately preceding the exchange of wedding vows.
Meanwhile, Ikea has the focus of public backlashes after they tried to ban freeloading seniors from their cafeteria and people from sleeping in their beds, something that, as of last month, is still going on.
But while the Swedish retailer was able to successfully fend off rumors of selling horsemeat, they eventually acquiesced to extending a recall to China after a campaign led by multiple Chinese newspapers.
It could be that Ikea is the best outlet for venting your anger in China, or at least a way to relieve yourself.
Images: Miaopai.com, Weibo.com, Youku.com
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