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Ikea has apologised and pulled a controversial television advertisement in China which some said was sexist. The commercial by the Swedish furniture chain shows a mother scolding her daughter for not "bringing home a boyfriend" to meet her parents. Unmarried females, colloquially known as "leftover women" in China, have long faced wommen to wed in a society that prioritises marriage. China 'leftover women' ad goes viral. The overs China calls 'leftover women'.

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Ikea has apologised and pulled a controversial television advertisement in China which some said was sexist.

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The commercial by the Swedish furniture globr shows a mother scolding her daughter for not "bringing home a boyfriend" to meet her parents. Unmarried females, colloquially known as "leftover women" in China, have long faced pressure to wed in a society that prioritises marriage. China 'leftover women' ad goes viral.

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The overs China calls 'leftover women'. Though Ikea pulled the second advertisement after the uproar, copies can still be viewed online.

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It opens with a tense family dinner scene, where a young woman turns to her mother and says apprehensively, "Mum Her mother plonks down her chopsticks and retorts: "If you don't bring home a boyfriend next time, then don't call me Mum! A well-dressed young man then appears at the door with a bouquet. The daughter introduces him as her boyfriend to her beaming parents, who whip out Ikea tableware and home decorations.

The parents happily heap food into the boyfriend's rice bowl at the dinner table, while their bewildered daughter looks on. The ad, which rolled out this week, became an mistress escort alice springs talking point online and in the mainstream media.

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Many online said it was sexist. No boyfriend, so your own family members look down on you, what kind of values does this transmit? Ikea posted an apology in Chinese and English on its Weibo on Tuesday, saying it was sorry for "giving the wrong perception". The purpose was to encourage customers to celebrate moments in everyday life," it said.

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It added that the seekinf "encourages people to live many different lifestyles", and that "gender equality is a fundamental part of the Ikea culture and values". Its reply did little to mollify netizens, however, some of whom found it ironic that the advertisement came from a Swedish brand.

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Another said: "As 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. The topic of unmarried women has become more sensitive in recent years, as more Chinese women push back against the traditional notion that they must marry and have children at a young age.

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The ruling Chinese Communist Party has urged women to marry early - and a few years ago a government website featured articles about "leftover women" - defined as unmarried females above the age of 27 - until it received several complaints. Last emn a Chinese advertisement by the Japanese skincare brand SK-II addressed the issue of "leftover seekinh in a campaign to end the stigma, which was received positively in China. Emotional advert about China's 'leftover women' goes viral.

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China's 'leftover women'. It attracted accusations of insensitivity towards single women. Related Topics.

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China Ikea. More on this story. Published 8 April Published 21 February

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