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A Chinese company’s new line of sanitary products (sản phẩm vệ sinh) is facing backlash (phản ứng dữ dội) over an ad campaign some have accused of period (kỳ kinh) shaming (xấu hổ, tủi thẹn, ô danh).

In a promotional (khuyến mại) video posted last week to microblogging platform Weibo, sanitary products brand Sofy heralded a coming “disposal (sự tống khứ) revolution (cuộc cách mạng)” thanks to its new products (sản phẩm mới), which come with extra adhesives (chất dính, chất dán) so the pads can be rolled up and sealed before being thrown away.

The comment section under the video was soon flooded with negative feedback from women, who pointed out that Sofy’s Weibo account didn’t even use the term “sanitary pads,” instead replacing it with the hashtag “auntie pads” (giấy thấm của bà dì) — an antiquated (xưa cũ) euphemism (nói trại, uyển ngữ) for such products in China. By turning the biological term “menstruation” (sự thấy kinh, kinh nguyệt) into something vague (mơ hồ), critics said, the company was adding a layer of awkwardness (bối rối, ngượng ngùng) to a natural bodily process (quá trình tự nhiên của cơ thể), making it more shameful to openly discuss.

“What kind of advertisement is this?...

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