A competition was recently held by Chinese social media site Sina Weibo. Their mission? To find China’s hottest mom.
While American Pie has made the idea of a MILF (you can look that term up if you don’t know it) a run-on joke since the 90’s, China seems to take this concept very seriously.
The competition was influenced by Coach’s Mother’s Day “Hot Mom” Campaign. Once again- no, we’re not kidding. In America, Coach has recently seen a slow decrease in sales. Apparently, Coach bags have been criticized for being “mom bags” and lacking personality. Coach’s China branch decided to use this to their advantage.
With the help of social media, the China branch ensured that their products gave a youthful feel. They worked in the idea of mom’s feeling even more youthful after purchasing a Coach bag. They then launched the “Hot Mom” campaign and sales have gone up nearly 40% this year.
Inspired by this idea, Weibo launched the “Hot Mom” photo competition. The competition proved to be a success. Tons of moms took part in it to show off their beautiful and youthful looks.
While many people seemed pleased with the competition, others seemed uncomfortable with the whole ordeal.
MailOnline remarked “Some of the mothers look so similar to their daughters it is difficult to tell them apart and instead they look like sisters.” Shanghiist shared the same discomfort and agreed that it was often very difficult to tell who was the child and who was the mother.
MailOnline also commented that motherhood was already stressful enough. Jezebel highly agreed and said, “As if beauty culture didn’t already put enough pressure on us to never start looking old, working tirelessly to turn us all into a diverse chorus of consumer Queen Grimhildes.”
As the growing pressure to be beautiful gets even heavier in Asia, is it right to pin these expectations onto mothers as well? Be a good mother, wife, and now maintain your youth until your own daughter reaches adulthood. Are we asking for too much?
Or is this simply a way to keep mothers healthy and active? Maybe this is a way to congratulate the mothers who worked hard to stay healthy? Tell us what you think.