Meijian's sexist New Year copy — 'my daughter isn't good enough for you' — #1 trending

Meijian (梅见) is Jiangxiaobai's (江小白) plum-wine brand, built over four years into a ¥1 billion+ product line. In early 2025, it launched Chinese New Year gift packaging with bottle cards carrying copy including: 'Son-in-law, you've suffered. Haha, my daughter actually isn't good enough for you. Dad gives you Meijian New Year wine' and 'Girl, may your pockets next year be as full as a man's.'

Consumers called the copy sexist and degrading to women. On January 13, two hashtags — 'Meijian will fully recall all controversial material' and 'Meijian wine copy backlash apology' — hit Weibo trending. That afternoon, Meijian's official Weibo issued an apology, acknowledging the ads had damaged consumer trust, and ordered a full recall of all controversial material.

Jiangxiaobai had built its brand on 'expression bottle' copy — heartfelt messages on bottles were its core asset. Meijian's implosion proved the double edge: when 'heartfelt' becomes 'offensive', the brand's greatest strength cuts deepest.