Despite societal pressures to get hitched, younger people in China are putting off marriage. Women in particular are criticised for choosing to remain single, labelled ‘leftover women’ and seen as a threat that could destabilise society. But some brands are empowering China’s single ladies.

Chinese men now outnumber Chinese women by 33 million, making the country's dating world far more stressful for men. With Chinese New Year around the corner, singletons are appeasing family members by renting a boyfriend or girlfriend for the festive period – and it’s become a booming market.

For the last decade, Chinese magazines, sites and government bodies have been labelling unmarried women over 27 as sheng nu –‘leftover women’ – in a bid to counter a social trend seen as destabilising society. But who are these leftover women? And why should brands be paying attention to them?

Our approach to social relations has been changing since Facebook commoditised 'friends' – and it's spreading into the real world too. It's now easy to buy a fake girlfriend, or pay strangers to hang out. But will hiring a pretend-friend for a pint at the pub really become the norm?