IKEA forced to apologises over 'sexist' advert shown in China

The Swedish furniture outlet was branded sexist by Chinese customers
PA Wire/PA Images
Ella Wills26 October 2017

IKEA has apologised over a TV advert shown in China amid claims from customers that it was sexist.

The Swedish furniture company released a commercial showing parents chastising their unmarried daughter for “not bringing home a boyfriend”.

Viewers accused the retailer of discriminating against single women.

Unmarried women, often known as “sheng nu” or leftover women in China, have historically faced pressure to marry.

IKEA pulled the 25-second advertisement after backlash, but copies can still be found online, the BBC reported.

The advert shows a family enjoying an evening meal, in which a young women turns to her mother and says, “Mum…”

The mother snaps back at her daughter: “If you don’t bring home a boyfriend next time, then don’t call me mum!”

Suddenly, a man with a bouquet of flowers appears at the door, and the woman introduces him as her boyfriend. The parents are overjoyed and the dinner table is transformed with IKEA tableware and decorations.

The ad, which launched this week, was criticised online.

"Every time my mom sees this ad, she complains to me about why I haven't found a boyfriend. This ad ruins my relationship with my family," wrote one user on Chinese social media site Weibo.

Another commented: "What's most ironic is that IKEA comes from Sweden, a country that values gender equality. I dare them to show this ad to their headquarters in Sweden.

“It's 2017, not the Qing dynasty."

IKEA has apologised for the advert and said it was sorry for “giving the wrong perception”. A spokesman for IKEA in China said that the team has replaced the commercial with a newer version that is already showing to some customers, or will show soon.

The retailer told the Standard: "This TV ad tried to show how IKEA can help customers easily and affordably convert a typical living room into a place for celebration. We want to encourage customers to celebrate moments in their everyday life.”

The spokesman added: "Whether living with family, friends or alone, we believe everyone has the right to celebrate their unique life at home. At IKEA, equality is a fundamental part of our culture and values."

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