A significant controversy has ignited across China’s social media platforms, Weibo and Xiaohongshu, with countless women accusing major sanitary pad manufacturers of drastically reducing the size and quality of their products. This widespread outcry has triggered a massive public backlash, forcing major brands to issue apologies and sparking broader discussions about access to feminine hygiene products.
The initial spark was ignited in late November when a woman shared a post on Xiaohongshu, a popular lifestyle platform, highlighting a discrepancy between the advertised length of sanitary pads and their actual measurements. Using a measuring tape, she found her ten pads to be 5 to 20 millimeters shorter than stated on the packaging. Her post, questioning the manufacturers’ practices and calling for a boycott, resonated deeply with many other women who shared similar experiences.
The outrage quickly spread to Weibo, China’s prominent microblogging site. Women voiced their anger, drawing parallels between the deceptive practice and other forms of gendered exploitation. One Weibo user poignantly compared the situation to men’s shoe insoles, highlighting the perceived dishonesty and disregard for women’s needs. Another user lamented the already high cost of sanitary pads, further intensifying the frustration over the perceived reduction in size and quality.
The Paper, a prominent Chinese news outlet, investigated the claims by analyzing the size of 20 different sanitary pad brands. Their findings were alarming: nearly 90% of the products were found to be at least 10 millimeters shorter than advertised. This confirmation fueled the flames of the social media storm, pushing “sanitary products” to the top trending topics on Weibo from November 23rd to 24th. The topic, “what to use after sanitary pad scandal,” even reached number 11 on Weibo’s Hot Search list.
Adding fuel to the fire, the initial response from one major brand, ABC, was met with even greater criticism. A customer service representative reportedly dismissed complaints by suggesting that dissatisfied customers simply not buy the product. This tone-deaf response further angered women, leading to widespread condemnation. Other brands initially attempted to justify the size discrepancies, citing permissible variations allowed under Chinese law, which permits a four percent discrepancy (approximately 10-15 millimeters).
However, the overwhelming public pressure forced a change. ABC, along with other brands like Shecare and Beishute, issued public apologies. ABC’s founder, Deng Jingheng, pledged to eliminate negative deviations in their products by December and ensure complete compliance with national standards by March of the following year. He acknowledged that companies should hold themselves to higher standards and provide women with higher-quality products. This incident highlights a growing awareness and demand for greater corporate accountability and transparency.
This controversy is not an isolated event. Similar controversies have plagued China’s feminine hygiene industry. Last year, women activists leveraged social media to protest the high 13% Value Added Tax (VAT) on menstrual products—a rate comparable to imported goods. In 2021, a well-known sanitary pad company faced a crisis after a needle was found in one of its products. In 2016, a large-scale operation producing counterfeit sanitary pads under unsanitary conditions was uncovered. These incidents collectively expose systemic issues within the industry and reflect a broader societal conversation regarding menstruation and women’s health in China.
The debate extends beyond product quality to broader access and societal norms. Discussions in 2022 centered on whether high-speed trains should sell sanitary pads, and debates continue regarding the use of discreet packaging in stores. This ongoing dialogue underscores the significant cultural shift needed to destigmatize menstruation and guarantee equitable access to essential feminine hygiene products in China.
