The Chinese love for char siu is evident in the popular phrase, “Giving birth to char siu is better than giving birth to you.” This Cantonese saying implies that a slab of barbecued pork is better than a disappointing child. The Singapore branch of the Crystal Jade restaurant chain used this phrase in a promotion for Parents’ Day. The restaurant offers a free plate of char siu on selected days in June if diners bring their parents and have them recite the phrase, “saang gau caa siu hou gwo saang nei,” in front of staff.
A promotional video on the restaurant’s social media shows a mother scolding her daughter for not picking up her phone and always leaving the house early. The mother declares, “Giving birth to char siu is better than giving birth to you,” but softens when the daughter places a piece of char siu in her bowl. The video ends with, “be better than a char siew.”
While intended to be humorous, the campaign received backlash from internet users who found the ad demeaning and called for the marketing staff to be fired. Others defended the ad, noting that the phrase is commonly used in Cantonese families and doesn’t diminish parental love. Crystal Jade Group explained that the campaign was meant to bring lightheartedness to Parents’ Day and connect with their Cantonese-speaking audience. They acknowledged that humor is subjective and regretted causing any unhappiness.
The phrase, originating in Guangdong post-1949 during a time of rationing, symbolized a better life. It spread to Hong Kong through migrants in the 1950s and 60s, becoming a part of the collective memory. Crystal Jade is not the first to use the char siu quip. In 2018, Maxim’s fast food chain used it in a commercial about a son proving his worth to his disapproving father.
The phrase persists in popular culture. In the movie “Twilight of the Warriors: Walled In,” set in the 80s, a bowl of char siu rice represents indulgence for a struggling protagonist. On Reddit, Genshin Impact fans discuss a character’s favorite food being char siu, with references to the phrase. Taiwanese author Elaine Lui used it for her book’s Chinese title, focusing on her relationship with her mother.
Social media influencers like J Lou and Dr. Candise Lin highlight the idiom as part of Cantonese culture, and it appears in many char siu recipes online. Canadian-Toishanese illustrator Vivian Yu humorously depicts the phrase on a Mother’s Day card, showcasing its place in the Asian diaspora experience.
Crystal Jade’s campaign, though controversial, underscores the deep cultural connections and humor surrounding char siu in Cantonese culture.
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