Alibaba’s Latest Marketing Campaign Supports Same-Sex Marriage


Alibaba marketplace Taobao will celebrate Valentine’s Day by sending gay couples to the U.S. and other countries where same-sex marriage is legal. To be sure, the event, We Do, is a publicity ploy like Alibaba’s recently announced drone pilot program. We Do, however, is much more notable because it is unusual for a Chinese company to publicly support gay rights.

Taobao, China’s largest online marketplace by far, will team up with Danlan, a gay-focused website, as well as advocacy groups including Beijing LGBT Center and PFLAG China, for We Do. Public votes will narrow down the 20 couples listed on We Do’s site to ten, who will receive a free trip to California, one of the states in the U.S. where same-sex marriage is legal.

Alibaba We Do

In a statement, a Taobao representative stated that this is the first time it has hosted such an event and that…

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