When was the last time you said "I love you" to your parents?

It is common knowledge that Chinese have this reserved culture and normally do not openly say “I love you” to their parents.

Recognizing this, Beijing’s electronics retailers GOME and its PR agency JWT Beijing have created a recordable gift box that let the country’s reserved consumers tell their parents how they really feel about them during Chinese New Year.

Customers who purchase gifts are invited, free of charge, to enter the “Love Delivery Box” booth and record a message, which is captured on a recordable light sensor chip, inserted in the gift box, and delivered the next day. When the recipient opens the present, they hear their child’s heartfelt words.

“In the Chinese world, love towards parents is deep and rich, yet restrained. Adults express their love by visiting their parents or buying them gifts, but few will say “I love you”. The older generation was not super expressive. You knew your parents loved you, but they never said it – and neither did you, growing up. But when we spoke with people of all ages, we found they wanted to express their love to their parents – and the older generation really ached to hear it,” said Nicky Zhang, JWT Beijing’s senior creative director.

“Many people’s faces are covered with tears when they are recording. We’ve all been quite deeply moved.” – GOME

Have you told your parents lately that you love them?

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