{"id":49036,"date":"2026-01-04T07:22:30","date_gmt":"2026-01-04T07:22:30","guid":{"rendered":"https:\/\/daoinsights.com\/?p=49036"},"modified":"2026-01-04T09:22:58","modified_gmt":"2026-01-04T09:22:58","slug":"chow-tai-fook-ox-horse","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/chow-tai-fook-ox-horse\/","title":{"rendered":"Chow Tai Fook\u2019s &#8216;Ox-Horse&#8217; gold pendant triggers backlash over tone\u00a0"},"content":{"rendered":"\n<p>Chinese jewellery giant Chow Tai Fook (\u5468\u5927\u798f) has found itself at the centre of heated online backlash after a product launch goes awry. It\u2019s all centred around a gold Chow Tai Fook pendant <a href=\"https:\/\/news.futunn.com\/en\/post\/66700226\/chow-tai-fook-s-ox-horse-pendant-reflects-the-dual?level=1&amp;data_ticket=1759403888488105\" target=\"_blank\" rel=\"noreferrer noopener\">engraved with the characters ox-horse in Chinese<\/a> (\u725b\u9a6c), a term widely used in Chinese internet slang to describe overworked employees.\u00a0<\/p>\n\n\n\n<p>The pendant features the phrase in Chinese characters on the front and the word <em>jia<\/em> on the reverse \u2013 a reference to \u2018\u52a0\u2019 (to add), in a suggestion of doubled good fortune. Priced at just over RMB 3,000 (approx. US $428.95), the product quickly gained attention and climbed social-media trending lists in late December.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"525\" height=\"642\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u91d1\u725b\u9a6c\u8fd8\u771f\u662f\u725b\u9a6c\uff0c\u5468\u5927\u798f\u9a6c\u5e74\u5409\u7965\u7269\u66dd\u5149_1_\u62d3\u5ba2\u6587\u521b_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248.jpg\" alt=\"chow tai fook ox-horse\" class=\"wp-image-49037\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u91d1\u725b\u9a6c\u8fd8\u771f\u662f\u725b\u9a6c\uff0c\u5468\u5927\u798f\u9a6c\u5e74\u5409\u7965\u7269\u66dd\u5149_1_\u62d3\u5ba2\u6587\u521b_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248.jpg 525w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u91d1\u725b\u9a6c\u8fd8\u771f\u662f\u725b\u9a6c\uff0c\u5468\u5927\u798f\u9a6c\u5e74\u5409\u7965\u7269\u66dd\u5149_1_\u62d3\u5ba2\u6587\u521b_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-245x300.jpg 245w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u91d1\u725b\u9a6c\u8fd8\u771f\u662f\u725b\u9a6c\uff0c\u5468\u5927\u798f\u9a6c\u5e74\u5409\u7965\u7269\u66dd\u5149_1_\u62d3\u5ba2\u6587\u521b_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-400x489.jpg 400w\" sizes=\"auto, (max-width: 525px) 100vw, 525px\" \/><figcaption class=\"wp-element-caption\"><sub>The pendant in question. Image\/Rednote\/\u62d3\u5ba2\u6587\u521b<\/sub><\/figcaption><\/figure>\n\n\n\n<p>The <a href=\"https:\/\/daoinsights.com\/news\/why-jewellery-giant-chow-tai-fook-is-collaborating-with-a-cute-pink-beaver\/\" target=\"_blank\" rel=\"noreferrer noopener\">Chow Tai Fook<\/a> ox-horse design has been framed in  traditional symbolic terms. CTFJ said the ox represents diligence and steadiness, while the horse stands for drive and forward momentum, with the overall message intended to convey perseverance and auspicious meaning.\u00a0<\/p>\n\n\n\n<p>But that\u2019s not how netizens saw things. <strong>Critics argued that the term \u2018\u725b\u9a6c\u2019 has taken on a distinctly negative connotation among younger workers, where it is used to express exhaustion, lack of agency and perceived exploitation in the workplace<\/strong>. From this perspective, turning the phrase into a gold accessory looked tone-deaf, or even downright mocking.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5468\u5927\u798f-\u4f60\u662f\u61c2\u6211\u4eec\u91d1\u724c\u725b\u9a6c\u7684\ud83d\ude02_2_\u966aTA\u6210\u957f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-1024x1024.jpg\" alt=\"chow tai fook ox-horse\" class=\"wp-image-49038\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5468\u5927\u798f-\u4f60\u662f\u61c2\u6211\u4eec\u91d1\u724c\u725b\u9a6c\u7684\ud83d\ude02_2_\u966aTA\u6210\u957f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-1024x1024.jpg 1024w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5468\u5927\u798f-\u4f60\u662f\u61c2\u6211\u4eec\u91d1\u724c\u725b\u9a6c\u7684\ud83d\ude02_2_\u966aTA\u6210\u957f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-300x300.jpg 300w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5468\u5927\u798f-\u4f60\u662f\u61c2\u6211\u4eec\u91d1\u724c\u725b\u9a6c\u7684\ud83d\ude02_2_\u966aTA\u6210\u957f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-150x150.jpg 150w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5468\u5927\u798f-\u4f60\u662f\u61c2\u6211\u4eec\u91d1\u724c\u725b\u9a6c\u7684\ud83d\ude02_2_\u966aTA\u6210\u957f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-768x768.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5468\u5927\u798f-\u4f60\u662f\u61c2\u6211\u4eec\u91d1\u724c\u725b\u9a6c\u7684\ud83d\ude02_2_\u966aTA\u6210\u957f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-400x400.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5468\u5927\u798f-\u4f60\u662f\u61c2\u6211\u4eec\u91d1\u724c\u725b\u9a6c\u7684\ud83d\ude02_2_\u966aTA\u6210\u957f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-800x800.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5468\u5927\u798f-\u4f60\u662f\u61c2\u6211\u4eec\u91d1\u724c\u725b\u9a6c\u7684\ud83d\ude02_2_\u966aTA\u6210\u957f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248.jpg 1080w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><sub>The reverse side inscribed with the pinyin for <em>jia<\/em> (to add or double). Image: Rednote\/\u966aTA\u6210\u957f<\/sub><\/figcaption><\/figure>\n\n\n\n<p>Others defended the product as self-deprecating humour aligned with contemporary internet culture, suggesting the backlash reflected oversensitivity rather than malicious intent. After the surge in discussion, the pendant was reported as sold out or removed from some online listings, though Chow Tai Fook has not announced a formal withdrawal.&nbsp;<\/p>\n\n\n\n<p><strong>The Chow Tai Fook ox-horse bust up highlights the risks traditional consumer brands face as they attempt to integrate internet slang and youth culture into product design.<\/strong> While such language may carry playful meanings in peer-to-peer contexts, its commercialisation \u2013 particularly by brands that can be seen as mainstream \u2013 can trigger very different interpretations when placed on the shelf.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chinese jewellery giant Chow Tai Fook (\u5468\u5927\u798f) has found itself at the centre of heated online backlash after a product launch goes awry. It\u2019s all centred around a gold Chow Tai Fook pendant engraved with the characters ox-horse in Chinese (\u725b\u9a6c), a term widely used in Chinese internet slang to describe overworked employees.\u00a0 The pendant [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":49040,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[16,68,62,28],"class_list":["post-49036","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-luxury","tag-industries-society-culture","tag-news-marketing-branding","tag-platforms-weibo","has-thumbnail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Chow Tai Fook ox-horse pendant triggers backlash over tone<\/title>\n<meta name=\"description\" content=\"Chow Tai Fook is in hot water over an ox-horse pendant that drew accusations of insensitivity, but are netizens just too touchy?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/daoinsights.com\/news\/chow-tai-fook-ox-horse\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Chow Tai Fook ox-horse pendant triggers backlash over tone\" \/>\n<meta property=\"og:description\" content=\"Chow Tai Fook is in hot water over an ox-horse pendant that drew accusations of insensitivity, but are netizens just too touchy?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/daoinsights.com\/news\/chow-tai-fook-ox-horse\/\" \/>\n<meta property=\"og:site_name\" content=\"Dao Insights\" \/>\n<meta property=\"article:published_time\" content=\"2026-01-04T07:22:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-04T09:22:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/\u5468\u5927\u798f-\u4f60\u662f\u61c2\u6211\u4eec\u91d1\u724c\u725b\u9a6c\u7684\ud83d\ude02_1_\u966aTA\u6210\u957f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u724811.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2048\" \/>\n\t<meta property=\"og:image:height\" content=\"818\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Dao Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dao Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/chow-tai-fook-ox-horse\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/news\\\/chow-tai-fook-ox-horse\\\/\"},\"author\":{\"name\":\"Dao Team\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/person\\\/1af4f94d9761a5f0102a4d4150edf978\"},\"headline\":\"Chow Tai Fook\u2019s &#8216;Ox-Horse&#8217; 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