China influencer apologises for viral photoshoot as miniskirt-clad 'food delivery personnel,' sparks outcry

A female Chinese influencer who goes by the name Xiaodoudou and has over 430,000 followers on Weibo, was forced to issue an apology after facing online backlash for stigmatising female food delivery workers. According to reports, the influencer triggered outrage by wearing a miniskirt and high heels while posing as a delivery person, leading to accusations of insulting and perpetuating negative stereotypes about women in this profession. In her apology, Xiaodoudou acknowledged the inappropriateness of her actions and confirmed the removal of the content. The incident gained traction when screenshots from one of Xiaodoudou’s videos were misused, fueling a false rumor about a restaurant providing illicit services under the guise of food delivery in Hainan province. Law enforcement authorities promptly denied the baseless claims in early November. A representative from Meituan, the food delivery platform, highlighted that Xiaodoudou’s outfit violated the company’s dress code. This controversy sheds light on a broader trend among influencers who, as part of their content, wear food delivery uniforms combined with inappropriate clothing choices. Critics on Weibo labeled these videos as absurd, emphasizing the impracticality of delivering food in such attire. The incident sparked discussions not only about the responsibilities of influencers but also about the challenges faced by female food delivery workers in China. Data from Meituan and Ele.me indicate a significant workforce of nearly 10 million registered delivery riders in China, with an increasing number of new graduates joining due to the rising youth unemployment rate, which reached a high of 21.3% in the first half of 2023. Delivery jobs in China have been acknowledged for their stress and risk factors. According to a 2021 survey by the Beijing Social Work Development Centre for Facilitators, most riders work over eight hours daily, and 37% reported having almost no days off. The stringent control of delivery times by platforms like Meituan has compelled workers to prioritize meeting deadlines, sometimes at personal risk.