Her and Her Little Pink Pig
Osuga: A New Era of Women Empowerment in China
Who declared that a woman speaking openly about sex is indecent? Who insisted that purchasing sanitary pads must be concealed in black plastic bags? Or who claimed that bold attire justifies being stared at or harassed?…
In China, as more and more women begin to acknowledge and strive to change these entrenched stereotypes and unfair treatment, the power of women has already quietly awakened. From the constraints of traditional views to today’s increasingly open mindset, the dynamics of gender relations are entering a new era. ‘Osuga,’ with its keen insights and unique perspective, has successfully captured this pivotal moment of social transformation. In July 2023, ‘Osuga,’ a Chinese brand specializing in women’s sexual pleasure products, announced the opening of its first brick-and-mortar store, allowing people to browse through a variety of sexual wellness products in shopping malls. ‘Osuga’ has brought the topic of ‘sex’ out of the shadows and into the light, challenging the public’s conventional perceptions of sexuality.
A Symbol of Protection and Warmth: The Pink Pig Campaign
As the most renowned women’s pleasure toy brand in contemporary China, ‘Osuga’ has consistently worked to break down prejudices and definitions, while always exploring and focusing on women’s bodies. This time, ‘Osuga’ has turned its attention towards a large yet often overlooked group — breast cancer patients.
Breast cancer is one of the most common malignant tumors among Chinese women, with approximately 420,000 new cases in China each year. Traditionally, breasts have been considered a critical aspect of female physical attractiveness, with their size and shape often determining perceived perfection. Consequently, the impact of breast loss on a woman’s mental and physical well-being is unimaginable to others. Surveys have shown that the depression rate among breast cancer patients can reach as high as 62.54%.
This year on World Breast Cancer Awareness Day, Osuga, in collaboration with lingerie designer Yu Xiaodan, launched the ‘Little Pink Pig Breast Cancer Charity Project.’ They aim to draw attention to breast health and the mental wellbeing of breast cancer patients through the symbol of a little pink pig. The project was named ‘Little Pink Pig’ because, during a fitting session, designer Yu Xiaodan observed a patient filling the post-surgery hollow in her chest with her daughter’s toy, which was quite distinctive compared to traditional fillers. That toy was a little pink pig.
“Every avoidance of discussing sex is a surrender of our right to speak”—Osuga
This time, Osuga broadens the concept of sexuality to include the right to discuss female diseases. Often, brand narratives focused on illness can be overly somber, eliciting sympathy from the audience. However, ‘Osuga’ has showcased the diverse ways in which women’s issues can be presented. Starting from a female perspective, the brand cleverly introduced the playful pink pig as a focal point to appropriately convey to the audience the mental stress and anxiety that breast cancer survivors experience due to breast loss post-surgery.
The insight of the campaign reveals that a child’s beloved toy has now become a mother’s hidden pain. Rather than using the pink pig merely as a substitute to conceal scars, the designers hope it becomes a symbol of warmth and protection for women. The campaign’s messaging further reinforces ‘Osuga’s’ identity in the market as “a touch of sweetness in the adult world” and enhances the brand’s moral image. Simultaneously, this strategy not only highlights the struggles and resilience of women but also aligns with charitable activities to offer genuine help and hope to women, enabling the brand to establish a deeper emotional connection with its consumers. Additionally, by supporting breast cancer awareness initiatives, ‘Osuga’ deepens public memory and understanding of the brand, strengthening its value of “respecting and supporting individual choices, with a particular focus on women’s pleasure and self-fulfillment”.
In subsequent activities, the brand created a post-mastectomy lingerie gift set for breast cancer survivors and concurrently organized breast health public welfare activities, including breast cancer seminars and screenings. This marketing campaign combined idealistic rhetoric with practical actions, ensuring that women’s care extended beyond superficial marketing. As a result, the brand benefited from the public’s positive recognition of philanthropic efforts. People are likely more inclined to support brands that actively engage and show concern for social issues. This emotional connection helps foster long-term customer loyalty.
In the end, I’d like to end with a quote from ‘Osuga’s’ opening promotional TVC that I particularly admire:
“Only by speaking normally, can things be said correctly.”