Posted On 2017/03/07 By In News, China Outbound, Diversity, Family, Destinations, Gender, Holidays With 630 Views

China’s new multibillion-dollar Target Market: LGBT youth

China’s Spring Festival, which celebrates the lunar New Year, is the ultimate test for fledgling romances. A partner’s invitation to meet family signals commitment; but for China’s LGBT population, the holiday creates disproportionate stress. Only 5 percent of them have come out of the closet, and they are, as a group, under remarkable pressure to get married to someone of the opposite sex.

During this year’s Spring Festival festivities, which occurred in late January and early February, a leading local Chinese mobile phone brand, Vivo, made waves with a supportive message urging LGBT Chinese to bring their partners home. “Grandfather, grandmother, mom, dad: I have something to tell you,” a nervous young man starts to say at a dinner table. “Xiaocheng and I, we’re actually…”

His boyfriend darts up to interrupt: “We actually want is to take a group photo together!” Family members wink at them to show they understand what they were trying to communicate; then they gather behind a selfie stick to take a selfie. Tame stuff, as it goes, but it’s one of many recent high-profile examples of big companies striving to be seen within China as LGBT friendly.

In this regard, technology firms are leading the way. Over the last two years, China’s leading car hailing app Didi Chuxing, top search engine Baidu, and popular karaoke app Changba have all run pro-LGBT social media campaigns. Chinese smartphone maker Meizu has launched a series of advertisements celebrating same-sex partnerships. China’s leading restaurant review app, Dianping, has created a dedicated website to promote LGBT-friendly establishments.

And while same-sex marriage is illegal in China, that didn’t stop Chinese e-commerce giant Alibaba from running a contest in early 2015 awarding ten lucky couples with all-expense paid weddings in Los Angeles. Many of these efforts have relied on social media. In early 2016, China’s State Administration of Press, Publication, Radio, Film and Television (SAPPRFT) banned television shows showing homosexual relationships.

But short ads on social media have typically been spared the censors’ axe, a signal that the government does not consider the issue highly politically sensitive. The government is surely also aware that social media users skew younger, and are thus already more likely to be tolerant of different lifestyles.

This generational change augurs a huge shift in Chinese thinking. Homosexuality was classified as a crime in China until 1997, and a mental illness until 2001. But observers say social mores have quickly changed. A bevy of (unscientific) online surveys seems to support that. In a 2012 survey of over 85,000 web users, for examples more than 80 percent of (admittedly self-selecting) respondents born in the 1980s and 1990s said they did not disapprove of homosexuality.

While China still has no legislation protecting against discrimination on basis of sexual orientation, internal policies in some companies are changing to punish workplace bullying.

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Article: Yahoo / Image: See-ming Lee

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Stefan (from Austria, Europe) has been living, studying and working in China since 2010. Stefan has worked on several research, publication and consulting projects focusing on the China Travel Market. He holds three Masters degrees and is an expert on China Outbound Tourism, Marketing and Social Media in China. Stefan works with BMG on the Global Ready China Seminars as well as the Global Ready China News and related projects. He also has teaching engagements in the areas of eMarketing and Tourism Strategy.

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