{"id":8043,"date":"2021-06-30T06:30:51","date_gmt":"2021-06-30T06:30:51","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=8043"},"modified":"2025-04-23T09:52:17","modified_gmt":"2025-04-23T09:52:17","slug":"do-brands-celebrate-pride-month-in-china","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/do-brands-celebrate-pride-month-in-china\/","title":{"rendered":"How 5 brands showed love for Pride Month in China"},"content":{"rendered":"

How did Coca-Cola, Levi’s, UGG and Absolut celebrate Pride Month in China, where attitudes towards the LGBTQ+ community are still conservative? And why did they launch their rainbow-themed campaigns a month early?<\/h2>\n

Due to sensitivities when it comes to the LGBTQ+ movement in China, Pride campaigns are less widespread and are generally only braved by multinational companies. It is also rare to see the LGBTQ+ community feature in campaigns throughout the rest of the year. Any references keep the lines blurred between romantic same-sex love and friendship, as is true of TV shows and films, even in the popular new genre of \u2018boy love\u2019 dramas.<\/p>\n

With this in mind, Dao Insights<\/a> explores how brands have been showing their support for the LGBTQ+ community during this year\u2019s Pride month in China.<\/p>\n

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Coca-Cola and Bolon\u2019s rainbow glasses let in inclusive light<\/strong><\/h4>\n

Coca-Cola and glasses brand Bolon got ahead of the game, launching their campaign ahead of Pride Month on 17 May for International Day Against Homophobia, Transphobia and Biphobia (IDAHOTB). Not only was their range of colourful glasses sustainably crafted out of recycled Coca-Cola bottles, but they were also limited-edition.<\/p>\n

In a lucky draw, Coca-Cola distributed free pairs to a select 517 people who had shared \u2018rainbow stories\u2019 (related to Pride or other rainbow experiences) on Weibo. The number 517 was chosen to increase awareness about IDAHOTB, i.e., 17 May or 05.17.<\/p>\n