In the latest fad to rock Chinese social media, women have been flocking to Uniqlo stores to post pictures of themselves trying on clothes – from the children’s section.
Platforms such as Xiaohongshu and Weibo – the Chinese equivalent of Instagram and Twitter – have been flooded with selfies of young women in fitting rooms, wearing tiny T-shirts from the popular Japanese retailer. On Weibo alone, the hashtag “adults trying on Uniqlo children’s clothes” has received more than 680 million views.
Uniqlo China has yet to respond to BBC queries on the trend, which appears to have been started by netizens in recent weeks.
It has sparked widespread debate online – not only because it’s reportedly resulted in ruined T-shirts – but also because it is the latest in a series of Chinese social media trends which observers say illustrate an unhealthy obsession among some Chinese women with looking thin.