In 2015, China experienced its weakest year of economic growth in over a quarter of a century, but despite widespread money worries, Chinese homebuyers are bouncing back. In August 2016, over half of loans issued by Chinese banks were funneled into mortgage loans for new home purchases.

In China, calling someone adiaosi– which directly translates as ’penis hair’ – isn’t an insult. On the contrary, millions of Chinese in dead-end jobs, with no car, house or girlfriend identify with the term, wearing it as a badge of honour. But could self-deprecation be a danger to society?

For the last decade, Chinese magazines, sites and government bodies have been labelling unmarried women over 27 assheng nu–‘leftover women’ – in a bid to counter a social trend seen as destabilising society. But who are these leftover women? And why should brands be paying attention to them?

Despite societal pressures to get hitched, younger people in China are putting off marriage. Women in particular are criticised for choosing to remain single, labelled ‘leftover women’ and seen as a threat that could destabilise society. But some brands are empowering China’s single ladies.