How a Pink Dress Became China's Latest Internet Sensation

An extramarital affair caught on camera in Chengdu has morphed online, with people turning their attention to what would seem a minor detail in the whole situation - the mistress' dress. 

On Jun 8, a video began circulating on social media featuring Hu Jiyong, the executive director of Huanqiu Contracting and Engineering Co Ltd, hand-in-hand with a young woman at the Taikoo Li shopping center in Chengdu. Hu, who also holds the position of Party secretary in the company, is seen wearing a pink polo shirt that complements his mistress' stylish summer dress.

The Viral Trend 

Fashion-savvy netizens' desire to get a hold of the colorful dress, eventually led hopeful buyers to the dress' maker. 800 units of the dress sold on the day the scandal broke, with an additional 4,000 sold overnight. Weibo, the popular microblogging site, was abuzz with relevant hashtags, including one that read "sales soar for the dress worn by the woman hand-in-hand with Hu Jiyong," which amassed an astounding 300 million views.

On China's live-streaming platforms, presenters can be seen showcasing copies of the pink dress, announcing: "Attention, everyone! While other stores are selling this dress for RMB 500, our store offers it for under RMB 100. You can acquire this stunning pink dress, just like the one pictured, to flaunt your slender waist."

A quick search using keywords such as Taikooli, or "handholding gate" (as the scandal has been dubbed) delivers countless instances of a pink dress gracing your screen. The prices of this popular garment vary, ranging from a mere few dozen RMB to RMB 200. The dress can also be found in multiple Taobao shops, featuring hashtags that highlight its SIBLEU French niche design and Chinese silk floral pattern.

Numerous retailers are capitalizing on this viral sensation, boasting the exceptional quality of this popular pink dress crafted from premium chiffon fabric. Savvy online shops have even utilized hashtags like SecretToWealth and ReachingThePeakOfLife to entice fashion-forward customers to add this must-have piece to their wardrobe.

The Boutique Behind the Pink Dress

The SIBLEU boutique has long been a hidden gem in the fashion world, operated by two individuals born in the '90s. These young entrepreneurs had always dreamed of running their own business, and about six years ago, they turned their vision into reality by launching SIBLEU, a brand focused on original designs.

The initial online post drove the store into the media spotlight, leading to a dramatic surge in orders for their pink dress. Initially, the duo were unaware of the reason behind this sudden popularity, until a message from a fan revealed that their dress had become a trending sensation on the internet due to its association with a scandal.

Confronting the immense influx of online attention made everyone rather anxious. The duo disclosed on their Weibo account that, on one hand, the unexpected traffic presented unparalleled opportunities to boost their store's sales. However, on the other hand, they grappled with the weight of public opinion, which left them feeling overwhelmed.

It appears that bloggers who have purchased the same dress are using it to gain online popularity, leaving the designers disheartened. They are disappointed to see their labor of love, a dress they poured their heart and soul into, being used as a mere prop for getting likes by these bloggers. The store owner expressed their thoughts on social media, asking, "Do the customers who visit our store genuinely appreciate our dresses, or are they merely drawn in by the online trend?"

It seems that in today’s world, as soon as a product gains popularity, many determined individuals rush to place an order, hoping to keep up with the latest trend. However, it's not unusual for a significant portion of these individuals to reconsider their purchases and cancel their orders before delivery.

The owners disclosed to Guanchazhe.com that the pink dress, which initially experienced an impressive sales volume of 4,000 units, ultimately witnessed 3,000 of those purchases being returned.

Some have remarked, "It's common knowledge that those who purchased the mistress dress are primarily doing so for photo opportunities, as no one would realistically buy such a flamboyant dress to wear out in public."

Others have observed that, although the dress appears stunning, they often face the issue of not being able to fit into it after purchase. One individual shared, "This has happened to me multiple times before. Whenever I see a dress that looks amazing on a model, I can't resist placing an order, only to end up returning it because I simply cannot wear it."

Some have expressed sympathy for the owners' dilemma, remarking: "It appears that the owner is facing a difficult situation, as they witness a surge in orders only to be met with numerous returns and subsequent refunds."    

Still, others conveyed that this situation is a poignant commentary on society and highlights the pitfalls of the influencer economy. "It's interesting to think that when we were younger, we aspired to be scientists or doctors, yet now everyone wants to achieve internet fame."

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Images: Red, Irene Li