In Chinese culture, a name is more than just an identity. It’s tied to destiny, so families choose names with immense care, embedding hope, status, and meaning into every character. Yet, millions of women in China are given names that are not only outdated but also shockingly sexist. Names that emphasise fragility, weakness, or even a parental preference for boys, like Zhao Di (“I wish I had a boy”), Ya Nan (“Second to man”), and Sheng Nan (“Bear me a boy”)are disturbingly common, serving as a constant reminder of deeply rooted gender bias.
Last year, VML Singapore helped Unilever’s LUX mark its 100th anniversary by creating 100 new and powerful (Chinese) names for women to challenge unconscious bias and highlight the power of a new name.
Tradition is difficult to budge. Sexist and outdated names are still very common. Over 44,300 women are named Ya Nan (“Second to man”), 20,150 are Gen Di (“Waiting for a son”), and 108,600 are Sheng Nan (“Bear me a boy”). VML Singapore and LUX are building on last year’s In Her Name initiative with a new action, Reclaim her Name. Reclaim her Name is a practical tool to empower women to reclaim their identities by changing their name. The tool can be used in WeChat, Weibo, and Rednote and it helps women to create new, modern versions of their names that preserve the original characters, sounds, and meanings of their original names. All through a simple shake of their phone.
How it works: Women simply enter their current name into the tool and shake their phone. The tool uses AI to generate a new name that retains the essence of the original, preserving characters, sounds, and meanings, while creating a modern, empowering identity. If they’re not satisfied with the first option, they simply shake again. The process can continue until a name resonates, allowing women to reclaim their identity with a name that truly reflects who they are today.
Reclaim Her Name is based on an ancient source of feminist inspiration, Nu-Shu, the only known language created by women for women. This secret language for women was first created during the Song Dynasty. Unlike traditional Chinese characters, this secret language was exclusively used by women and passed down through generations as a way to express emotions, share stories in a patriarchal society that often sought to silence them. So the Reclaim Her Name tool also introduces a new typeface created by VML and LUX called New Women’s Font, inspired by Nu Shu’s flowing, coded strokes.
Reclaim Her Name is already resonating with women across China. Over 14,000 new names have been created since its launch, making a powerful statement about identity, empowerment, and the enduring strength of women’s voices.
Judy Zu, global brand director, LUX, stated, “Each Chinese character is an alchemy of sound and symbol: the same strokes, rearranged, weave blessings or critiques. At LUX, we believe every woman deserves a name that becomes a mirror to her strength and a compass for her journey. Yet, even today, profound bias still lurks behind many women’s names. That’s why we created Reclaim Her Name: not just to rename, but to reignite. Because every woman can – and should – sculpt her identity unapologetically, just as characters transform with every stroke, so can we.”
Marco Versolato, chief creative officer, WPP@Unilever, VML Singapore, added,“Inspired by an ancient, secret language created only for women, we’re rewriting sexist traditions to create meaningful new names that reflect the spirit of modern, dynamic women in China.”
Where the campaign began:
