GUANGDONG, China – Li Yi, a 22-year-old college student in southern China, noticed a striking discrepancy when she went to buy a pair of dumbbells. The pink ones she preferred were priced at 90 yuan ($12.50), while the regular black ones were only 40 yuan ($5.60). This observation led her to question if women in China were being unfairly charged more for goods and services marketed to them. The issue came to be known as the “pink tax,” named after a similar phenomenon in the United States. The hashtag #PinkTax became popular on social media, with millions of views as women shared their experiences with rejecting higher prices for products targeted at them. This discussion of unequal pricing in China has led to the formation of a group called “Pink Tax Resisters Alliance,” with almost 30,000 members focusing on fighting against gender discrimination in pricing.

The pink tax is not just about color; it also encompasses a broader range of discrimination against female consumers. One example is the cost of menstruation, as an online campaign in China tried to eliminate a 13% tax on menstrual products, arguing that they should be considered essential. This added cost of menstrual products can lead to women not being able to afford these necessities, resulting in potential health issues. This issue coincides with the slower recovery of China’s economy post-COVID-19 restrictions being lifted, making consumers more cautious about their expenses than ever before.

As China’s feminist movement grows stronger, President Xi Jinping has emphasized the role of women in society and the need to encourage a “new trend of family.” At the same time, women in China already face additional costs due to gender biases, as products like cosmetics become almost necessities, causing women to feel compelled to spend more on them. Some women are advocating for boycotts against retailers that charge women more for essentially the same products men buy.

The broader push back against the pink tax also hit two of China’s largest e-commerce platforms, JD.com and Taobao, over the labeling of annual shopping events as “Goddess Day” and “Queen’s Day,” which led to criticism and backlash over manipulating women. Despite these challenges, some women remain optimistic about bringing about change through their efforts. The issue of the pink tax has sparked a national conversation in China about gender equality and fair pricing for women.