Every Women’s Day, my inbox floods with promotions and discounts from online shopping platforms and brands. There is one phenomenon that bothers me so much, that “Women’s Day” is increasingly referred to by altered names in Chinese.

The Negative Connotation of “三八妇女节”

The formal term “妇女节” (Fù Nǚ Jié, Women’s Day) or the longer version “三八妇女节” (Sān Bā Fù Nǚ Jié, March 8th Women’s Day) was the standard way to refer to this day. But at some point, people have stopped using these names. Instead, new terms like “女神节” (Nǚ Shén Jié, Goddess Day) or “女王节” (Nǚ Wáng Jié, Queen’s Day) have become the norm in advertising. 

One reason for this change may be the negative connotation of “三八” (Sān Bā) in dialects, 三八 refers to someone silly, gossipy, or annoying. This likely makes the term less appealing for brands targeting women. Personally, I am the biggest hater of these name alterations since they twisted the historical meaning of Women’s Day into a grand consumers’ festival. I consider it as another oppression and collusion between capitalism and patriarchy against women.

One brand called NEIWAI raised my attention by using the original term in their advertising captions. On 2023 Women’s Day, NEIWAI launched this campaign video named “MY BODY TO ME” (身体十问/Ten questions to my body) presents a powerful reflection on women’s self-identity through four sections: Beauty Discipline, Suppression of Desire, Free Expression, and The Silence of Pain. Each section is tied up with their marketing products, lingerie. 

• Beauty Discipline critiques societal pressures as beauty standards on women. NEIWAI as a brand who indicated in selling women’s lingerie invites women to redefine beauty in their own thoughts.

• Suppression of Desire explores the relationship women have with their bodies, emphasizing self-care and personal connection. Lingerie becomes a metaphor for intimacy and is further connoted as self-love and bodily respect. This implies that NEIWAI’s products as an empowering choice rather than a societal obligation.

• Free Expression celebrates individuality and bodily autonomy and shows the infinite possibilities women could have in their lives. This implies the idea that NEIWAI’s lingerie is for every woman, regardless of body type or societal expectations, wearing their lingerie could help their unique expressions.

• The Silence of Pain addresses the discomfort and struggles women endure in silence, including physical discomfort caused by traditional underwear. This implies that NEIWAI’s products aim to offer soft, breathable, designs, reframing lingerie as something that nurtures rather than constraints.

From a media economics perspective

NEIWAI positions itself as an ally in women’s journeys of self-discovery while promoting its products, by applying the concept of commodity feminism, where progressive ideals such as body autonomy, self-expression, and freedom are effectively used within marketing strategies to boost consumer engagement.

By connecting feminist values with their lingerie products, NEIWAI considers the growing consumer demand for brands that reflect socially conscious values, making their products more desirable not just for their designs, but for the social and cultural message they convey. This marketing approach could be seen as using neoliberal theory, where personal empowerment is often linked to consumer behaviour. NEIWAI’s products are not only seen as commodities but as symbols of empowerment and personal identity.

Including the celebration of Women’s Day. NEIWAI’s decision to use the formal term “妇女节” (Women’s Day) rather than more marketable and individualistic terms like “女神节” ( Goddess Day) aligns with the brand’s attempt to continue the day’s traditional meaning. NEIWAI focuses on the celebration of women’s rights and achievements to individuals rather than simply calling their customers “goddesses” or “queens.” 

In the end, please do ask yourself these ten questions:

“一定要遮起来吗？
Do I have to hide it?
没有腋毛，毛孔，胎记，我会成为谁?
Without armpit hair, pores, birthmarks, who would I be?
需要改变的是我的形状还是他们的眼光？
Is it my shape that needs to change, or their vision?
我渴望亲密，这是不得体的吗？
I crave for intimacy, is it indecent?
我有欲望，这是肮脏的吗?
I have desires. Is that dirty?
我想撒野我想摇摆,我想自由，我不可以吗？
wild, swing, I want to be free, can’t I?
我可以说不吗？
Can I say no?
他们可以对我做这样的事吗？
Can they do this to me?
付出到什么程度才能得到赞美？
How far do I have to go to get praise?
什么时候开始我不以我的感受为准？
Since when do I not rely on my feelings?”

(MY BODY TO ME, 2023)

• December 2024
• October 2024