This is the troubling reason why Chinese women are refusing to go home for New Year
"When I go back home it’s no longer about reunion," says executive, Duan Yu Li. "It’s only about marriage, marriage, marriage, why?" And she's not alone.
Duan's parent's take on the matter? "Her biggest problem is that she's too independent".
Li is part of a disenfranchised group of young, single Chinese women - often branded as "Sheng Nu" or "Leftover Women" - who feel pressured by their families and society to get married before they turn 27. And this is something that luxury Japanese cosmetics brand, SK-II, shine a light on in their recent campaign, Meet Me Halfway.
Credit: SK-II
The film follows the real-life stories of three young, single Chinese women as they take the first step to reconnect with their parents after years of avoiding home. Fittingly taking place across the Chinese New Year, both the women and their parents attempt to reconcile the expectations they have for each other, and ultimately themselves.
The three women, Duan Yu Li, Yang Yang and Lin Yan, meet their parents halfway - in both a literal and figurative sense - after penning a heartfelt letter elaborating on their alienation from certain cultural mores.
Credit: SK-II
As Duan articulates, "No matter what, I still feel in debt to my parents" - a sentiment which will surely hit home for countless other women - in China and beyond.
Upon meeting, the three women and their parents realise something in tandem; that oft suffocating expectations ultimately come from a place of love, and that in this modern age, it's admirable for women to feel empowered enough to find love and build families in their own time, and on their own terms.
Credit: SK-II
After connecting between their respective homes, Duan's father is finally able to appreciate the fact that she has grown up. "You can live independently now," he admits to her.
Lin Yan's mother, on the other hand, is simply moved by the fact that she's been invited somewhere by her daughter for the first time in 27 years. "I accept her invitation with my entire heart," she says.
Ultimately, it is this initial step which prompts the women's parents to reassess the effect that their constant questions about marriage are having on their daughters - women who should otherwise be celebrated for being happy, healthy and successful in their careers.
"We want to tell women worldwide- Destiny can change, when you have the courage to take the first step to meet halfway," says Vice President of Global SK-II, Sandeep Seth, when speaking about the campaign. "We hope the stories of these three brave women can inspire other women to take the first step, start a conversation with their families about marriage pressure and in the process, empower them to live life on their own terms and shape their own destinies."