The last word from the East: Singles' Day
Edward BellFCB Greater China
China is a society that knows about pressure. Pressure to excel at the 'gaokao' exams, pressure to prove wealth, and, by no means least, pressure to marry. If women are not married by the age of 25, they are dubbed 'leftover women' by those anxious older generations. But the younger generations have fought back with style and created their own 'holiday' on November 11, to celebrate their solitary status – 'Singles' Day'.
'Guang Gun Jie' (literally, 'naked sticks day') started as a bit of fun...