Hyperactivity is the polar opposite of the message the adverts try to get across. Instead, they promote the concept of "li jia", or "take it easy" during those days.
Their slogans focus instead on "more is better".
The Chinese brands insist this is not a time for women to completely forget about their periods, and their campaigns focus on extreme comfort, or products that can help women.
Consequently, most local women here prefer disposable sanitary napkins, while tampons are less common and can only be found in specialized shops.
Additionally, the sanitary pads available tend to be larger than those found in the West, with one well-known Chinese brand selling a 41 centimeters-long maxi pad (that compares to around 22 cm for extra long pads in the West).
Extremely comfortable designs and not-so-discreet super absorbent products seem to be the norm here.
And in a country where many babies are not diapered but dressed in crotchless pants, I find it ironic that a product resembling a giant diaper is being sold in China for women.
Understandably, female hygiene products here have gone through various trends, while still depending on local customs.
But nonetheless, I might have hoped that the products available might have kept better pace with other areas of such a fast-changing society.
Although I still find the Western-style products a lot more convenient and practical to use, I also hate the dishonest and patronizing way this subject is dealt with there, while I like the "li jia" concept that promotes comfort above all else.
Having a period should definitely not change a woman's daily routine. Equally, we should not pretend that it is not an uncomfortable event for many.
But the diaper-like towels and jumbo-size pads available do nothing to ease the lives of modern Chinese women.
I wonder if manufacturers here and in the West could work more closely on developing easy and convenient products that make Chinese women feel more confident, and comfortable, while still feeling and looking good.
The creation of advertising campaigns which avoid pretending as if nothing has happened, must surely be the way ahead.
The future success of the products available in any country surely lies in successfully adapting to the next wave of cultural and societal changes, as well as simply meeting the practical needs.
Contact the writer at emmagonzalez@chinadaily.com.cn
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