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  • Flash for cash: China's Second Wives are a marker of status
    Creative Commons, SpecialKRB (2009) ©

China's Second Wives

Tom Doctoroff discusses China's Second Wives in the context of the country's cultural values.

Location China

While accurate numbers are hard to come by, a 2008 estimate says that Second Wives account for a third of the country's consumption of luxury products (1). Preliminary research into er nai ('second breast') suggests there's a tension between what is officially and socially accepted, however. In a conversation with Canvas8 Editor Debbi Evans, Area Director of JWT North Asia Tom Doctoroff positions this contentious consumer group against a deep-rooted set of Chinese cultural values, including the distinction between marriage and sex and the practical rather than romantic nature of the relationship 'transaction'.