It’s almost Christmas time: for single women the time for intrusive inquisitive questions from relatives at family lunches is approaching. On the other side of the world, however, the Chinese who are not yet married, or who have no intention of doing so, they are overturning their reputation as desperate, lonely women to become, instead, the most envied.
Let’s start from the beginning. In China, women who are not married at age 27 are defined with a derogatory term, «Sheng-nu», which means something like “advanced, remained behind ». Choosing not to marry is seen as a moral transgression and, for some, even a threat to national security. According to research, the fear of being considered “sheng-nu” has prompted many women to marry, even when they weren’t really convinced they wanted to.
But now something is changing: Chinese women have begun to feel more confident about themselves and their place in society. The 7 million single women between the ages of 25 and 34 living in China’s cities are among the biggest contributors to the country’s growth: they are the ones who create about 41% of GDP national (it is the highest percentage, among all other countries in the world).
According to research coordinated by Chihling Liu, Professor of Marketing at the Lancaster University Management School, and published in the Journal of Consumer Research, young single professionals are countering the stigma and changing their image not through protest or activism, but with their economic power.
“During family reunions, my aunt loves to tease my parents about why I’m still single,” a 33-year-old Chinese woman told researchers. “In his head, of course, I lead a miserable life. But I want to defend my parents, and to do so mI constantly improve the image of myself, buying me more and more expensive clothes to wear. I want the best of everything: my sunglasses are from Burberry, my bag is from Louis Vuitton, my laptop is from Apple ». In this way “I show that not only am I not unhappy, but that I lead a fantastic life. And my relatives can finally leave my parents alone. “
Another thirty year old added: “The more people want to laugh at you, the more glamorous you have to look to them. When you look charming, people become more tolerant of you. And with your family ».
A 35-year-old software developer explained: “When I bought my mother a gold ring, she was over the moon. My father was very poor when they got married, so she never got a ring as a gift from him. I wanted to show both of you that I can afford many, many things».
Of course, not all young Chinese singles have the same purchasing power. But the study suggests that, for those who get the chance, economic freedom helps to define oneself and one’s place in society. Economic power has become a way of building the legitimacy of an alternative lifestyle to marriage in China. The ability to spend money on oneself – and also to give gifts to one’s parents – helps women to positively redefine their single status as something to be proud of.
Other stories of Vanity Fair that may interest you:
-China: single after 25? A “discarded woman”
– A symbol of the “discarded woman”, actress Lin Chi-ling got married at the age of 44
-A husband is there for everyone. Or maybe not (but that’s okay)
Love at first sight is the key to a healthy and lasting relationship
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