Women in China who do not get married after a certain age are often called “leftover women.” By telling what many of these single women are really thinking, a cosmetics ad has gone viral. 

The video has been watched more than 10 million times since its release April 7. The advertisement by the cosmetics company SK-II described some of the troubles involved in being “leftover”: they are pressured to display their personal information in parks for match-making.

They also face frequent talking-tos by parents pushing them to quickly tie the knot. As the ad calls for single women to live life as they choose, it is welcomed across the country. Viewers say it reflects how women think of marriage these days.

Experts say women today are more conscious of their rights in all aspects of life.

“Because Chinese women no longer want to be models in car advertisements, in shampoo commercials, and in those family-oriented commercials featured in the kitchen, they are more independent, they have more opportunities, they are more conscious of feminism,” said Li Tingting, women’s rights activist. 

Women in China’s big cities are marrying later. In Beijing and Shanghai, the average age of first marriage is now closing on 30, while the national average is 26.