Since the end of dynastic rule, women have played a pivotal role in China, tasked with “holding up half the sky” as continual reforms gradually minimize the inequalities between its genders. 

But as another International Women’s Day (Mar 8) draws near, the annual event that marks awareness of women’s issues doesn’t necessarily have the same meaning in the Celestial Kingdom. Although the country does host women’s events for labor and health, International Women’s Day takes on another meaning in China.

READ: Mark International Women’s Day on Mar 8 With These Panel Discussions, Screenings, and Events

To some Chinese, March 8th has instead been marked as “Queen’s Day” (女王节 nǚwáng jié) or “Goddess Day” (女神节 nǚshén jié). And much like their names suggest, the occasion is less about the empowerment of women than it is for their pampering.

Largely a promotion created by China’s retail sector, Queen’s Day targets female consumers by suggesting which products they use their new-found status and wealth to enrich themselves with. Commonly advertised items promoted during Queen’s Day include cosmetics and fashion accessories, while other promotions that don’t appeal to a women’s need to look pretty include baby products and cell phone add-ons.

Because they are all offshoots of the original Women’s Day, not all Chinese promotions have adopted the “Queen’s Day” moniker with some staying true to roots with “Lady’s Day”. And yet, the pampering and luxury demonstrated in these promotions aren’t shy at lavishing their female clients with idol worship befitting a lesser deity.

“Queen’s Day” promotions can be currently found on Chinese online retailers such as Taobao, TMall, and Jingdong where promotional blurbs for “Global Doting Day” tell consumers that “goddesses make private collections of good things.”

But the promotions don’t just target would-be goddesses. Much like during any one of China’s numerous Valentine’s Days, Chinese men are urged to buy gifts for their better halves; if not cosmetics that distinguish them further from their non-aesthetically pleasing equals, then you can buy this specially-made baijiu that commemorates the advancement of women/how much they like gifts.

To an outside observer, it may seem ironic that a day specially made to eliminate the inequalities between the sexes has been co-opted into a day that celebrates women as superior to men. But given that China’s conservative values have successfully conflated Women’s Day into a spending holiday, it should be no surprise that the top change Chinese women want for themselves is to make more money for themselves.

A recent poll suggests that young Chinese women in their twenties are no longer satisfied to relegate themselves to just being a “dutiful wife and a loving mother.”

According to the survey conducted by LinkedIn China and L’Oreal China, 59 percent of young female respondents say they aspire to be “financially independent” while another 19 percent want to break societal norms and become “cool characters.” By contrast, only 23 percent said they would be content to be a homemaker.

While this poll suggests Chinese women are shattering glass ceiling across the country, China retains an especially conservative perspective when it comes to marriages. Despite their new affluence, Chinese women are still demanding wildly expensive betrothal gifts in exchange for the privilege of marrying them, a burden on Chinese men that extends to half of Chinese women surveyed expecting their husbands to earn more than they do.

As gender roles reform for Chinese women, so too should those for Chinese men, suggesting a change in gender dynamics may come in China’s future if it can ultimately transcend its traditions. Until then, Chinese women won’t have such a hard go at “holding up half the sky” when the resources are them to prevent them from sinking into debt.

More stories from this author here.

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Photo: Taobao, Weibo, ZCool (2, 3), Starbucks