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Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo

SK-II tackles the marriage pressures facing single Chinese women with documentary film

Skincare brand SK-II has continued its support of China’s young single women with a new film exploring marriage pressures.

The online documentary, called Meet Me Halfway, follows three young single Chinese women as they reach out to their parents after years of avoiding them over fears of marriage pressure.

The film explores the disconnect many young single Chinese women feel from their parents which have also resulted in many avoiding returning home for Chinese New Year.

The film follows the women as they attempt to open up to their parents about their lives and the impact of the marriage pressure they are experiencing.

Through their real-life stories, SK-II explores how women find themselves facing a choice between their parents, and society’s expectations and their own dreams and aspirations.

SK-II said the aim of the film is to encourage an open dialogue about marriage pressure and to provide a platform to empower women to feel confident to make their own choices.

Sandeep Seth, vice-president, global at SK-II, said, “We want to tell women worldwide: Destiny can change, when you have the courage to take the first step to meet halfway. 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.”

'Meet Me Halfway' is the third instalment of SK-II’s ongoing #changedestiny campaign, it follows the award-winning 'Marriage Market Takeover' and 2017’s 'The Expiry Date'. The film was created by Forsman & Bodenfors.

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