OPPO Mother's Day Ad Sparks Gender Marketing Backlash in China
OPPO's Mother's Day campaign featuring the slogan 'My mom has two husbands' triggered widespread criticism from netizens, the China Advertising Association, and the All-China Women's Federation. The ad, published on May 8, 2026, referenced fan culture slang where female fans call idols 'husband,' but was perceived as promoting emotional infidelity. OPPO apologized twice, with the second apology citing shortcomings in upholding 'core socialist values.' The controversy escalated when Wuhan University, alma mater of OPPO's brand strategy director Yu Siyue, publicly distanced itself. The article also examines seven other gender-related marketing failures in China, including Blue Moon's 2024 Mother's Day ad, Fuyanjie's 2022 'too dark and stinky' campaign, Coconut Palm's objectifying livestreams, Ubras' 'lie down and win' slogan with Li Dan, Intel's 2021 partnership with comedian Yang Li, Juewei Duck Neck's sexually suggestive Singles' Day poster, and IKEA's 2017 ad pressuring unmarried daughters. These cases illustrate how gender marketing in China remains a minefield, with brands often misreading social norms and facing backlash from both grassroots and official organizations.
Key facts
- OPPO's Mother's Day ad used the slogan 'My mom has two husbands' on May 8, 2026.
- The ad referenced Chinese fan culture where female fans call idols 'husband' (老公).
- Backlash came from netizens, China Advertising Association, and All-China Women's Federation.
- OPPO issued two apologies; the second acknowledged failing to uphold 'core socialist values.'
- Wuhan University publicly distanced itself from the campaign and alumna Yu Siyue.
- Blue Moon's 2024 ad 'Let mom do the laundry more easily' was criticized for gender stereotypes.
- Fuyanjie's 2022 ad claimed 83% of men avoid oral sex due to 'too dark and stinky' genitals.
- Coconut Palm's 2022 livestreams featured busty women dancing, drawing fines for objectification.
- Ubras' 2021 slogan 'help women lie down and win in the workplace' with Li Dan sparked sexism accusations.
- Intel ended its 2021 collaboration with comedian Yang Li after backlash from male netizens.
- Juewei Duck Neck's 2017 Singles' Day poster showed a cartoon woman in chains with 'Tender, juicy — want some?'
- IKEA's 2017 ad featured a mother telling her daughter 'If you don't bring back a boyfriend, don't call me Mom.'
Entities
Artists
- Yu Siyue
- Li Dan
- Yang Li
- Manya Koetse
- Hu Xijin
- Jackson Wang
Institutions
- OPPO
- China Advertising Association
- All-China Women's Federation
- Wuhan University
- Blue Moon
- Fuyanjie
- Coconut Palm
- Ubras
- Intel
- Juewei Duck Neck
- IKEA
- Xiaohongshu
- Douyin
- Tmall
- QQ News
- China.com
- Yicai
- What's on Weibo
- Eye on Digital China
Locations
- China
- South Korea
- Japan