SK-II takes viewers on an emotional, yet uplifting journey of the urban women and the struggles and pressures to get married by family members and societies. Primarily reflecting on the auspicious period of Chinese New Year, the latest film instalment of SK-II’s #changedestiny initiative hopes of providing a platform where mutual understanding can be achieved to empower women to make a choice on their own.
Titled “Meet Me Halfway”, the film follows the real-life stories of three young single Chinese women as they bravely take on the first steps of reaching out to their parents after years of avoiding and not returning home due to marriage pressure. Through sharing their stories and listening with an open mind, both sides meet halfway on mutual ground with a sense of understanding and liberation.
In recent years, avoiding Chinese New Year has become a growing phenomenon among young single Chinese women. For a young, single woman, curious questions that arise from parents and relatives about boyfriends, marriage and even children during the week long festivities create a suffocating and unbearable environment of pressure and urgency. So through the message of meeting halfway, SK-II hope to create a bridge for daughters and parents to facilitate an open dialogue about marriage pressure.
“We want to tell women worldwide-Destiny can change, when you have the courage to take the first step to meet halfway”, shares Sandeep Seth, Vice President, Global SK-II. “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.”