A Chinese company faced backlash for introducing a 'proxy filial piety' service for the Lunar New Year, leading to the cessation of its high-priced traditional offerings after public criticism.
A company in China launched a 'proxy filial piety' service ahead of the Lunar New Year, which sparked controversy for commercializing filial piety—an essential cultural value in Chinese society. The service aimed to assist those who could not return to their hometowns due to work or travel, offering various packages that included traditional greetings and presentations, notably a high-priced offering that involved performing traditional bowing. After significant public backlash criticizing the commodification of essential family values and traditions, the company decided to remove this particular service from its offerings.
The backlash intensified on Chinese social media platforms, where users expressed concerns that the service stripped away the sincerity and emotional connection traditionally associated with the New Year greetings. Critics argued that filial piety is a deep-rooted cultural practice that should not be treated as a product to be bought or sold. The company had initially introduced several packages at varying price points, with the most expensive option costing around 999 yuan (approximately 210,000 won), which included services such as real-time video conferencing alongside traditional bowing.
In response to the criticism, the company stated that their intention was to provide a way for people to connect emotionally with family members during the festival, especially for those unable to return home. However, this did not quell the negative reactions, highlighting the significant values placed on tradition and genuine expressions of family care in Chinese society. The incident has sparked a broader conversation about the commercialization of cultural practices and the need to maintain authenticity in family and societal customs during significant holidays like the Lunar New Year.
