China’s latest body shaming challenge uses an iPhone 6 and is going viral

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You’ve probably heard of the ice bucket challenge that became a global sensation. Now, there’s another type of challenge sweeping the internet, this time in China, and it’s focused on women’s body shapes. As you can see in the video, women are posting photos of themselves to show off their “iPhone 6 legs.” An earlier challenge had them snapping their “A4 waists,” all to prove how skinny they are.

Retrograde, if not downright unhealthy images of beauty like these pop up in other countries too, but it seems to be only in China that businesses are jumping on the viral bandwagon to use the challenges as opportunities to market their wares.