As women around the world go on Twilight the Porno and Other XXX Parodiesstrike in celebration of International Women's Day, retailers in China are jumping on the bandwagon too.
Malls and some of the country's biggest shopping platforms have grabbed the chance to turn March 8 into the start of a week-long shopping sale.
SEE ALSO: Facebook hosts 24-hour livestream event for International Women's DayThe dominant shopping sites T-mall and Taobao, which are both run by Chinese e-commerce giant Alibaba, have plastered this slogan on their sites: "Queen's Day: Reveal your beauty."
Original image has been replaced. Credit: Mashable And Chinese online make-up retailer Jumei is similarly pitching the celebration as "Goddess' Day", complete with huge promotions for their products.
Original image has been replaced. Credit: Mashable It's worth noting that organisers for March 8's "A Day Without A Woman", aimed at calling attention to the economic inequalities faced by women, has called on women to avoid shopping for the day.
"Disgusting"
Some Chinese netizens are unimpressed with the commercialism of the day.
"Queen's Day, Girls Day, Princess Day, whatever you call it, I think it's disgusting," said one user on Weibo. "You took a perfectly good celebration and made it into this."
"Chinese women [are not just about spending money], they have to work, cook, do the laundry, take care of children, and even do square dances," another netizen posted.
"Women's Day has already turned into a shopping festival in China," said one user on Weibo. "It is an indicator that women's economic power is rising."
Some were just happy to receive half a day off from work.
"Got half a day off spending it with my mother -- Happy Women's Day!" one said.
Some brands also jumped on the bandwagon for some marketing action.
Burger King launched a "Burger Queen" campaign in Shanghai for International Women's Day.
The campaign features women receiving burger boxes with the question "Who is the Burger Queen?" printed on it.
Upon opening the box, women see a reflection of themselves through a mirror that is posted inside the box.
International Women's Day is relatively new to China, but has gained popularity throughout the years, with some women's organisations holding national gatherings.
Still, much needs to be done. In 2015, five women were held in Beijing for more than a month, after they planned to stage a protest on March 8 against sexual harassment on public transport.
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