My Troedsson

In China, marriage pressure remains a powerful social force. Despite higher education and financial independence, millions of single women still face relentless family pressure, especially during family gatherings and festive holidays like Chinese New Year. Many even avoid going home to escape the questions and expectations, creating a divide between parents and their adult daughters.

As the next chapter in SK-II’s Change Destiny journey – challenging the belief that a woman’s future must follow a predetermined path – “Meet Me Halfway” set out to confront this tension head-on. Grounded in a deep cultural insight and a reality most Chinese women can relate to, the campaign followed three single Chinese women as they took a brave first step: writing heartfelt letters to their parents asking them to “meet halfway” this Chinese New Year. Both a literal and symbolic journey, it invited families to replace pressure with mutual understanding.

The campaign sparked massive conversations around marriage pressure and opened up space for empathy and dialogue, inspiring families to listen to each other with more understanding and compassion.