……The video caught fire this week when it was posted on the Chinese social media website Weibo by LoveMatters, an organization that provides education and advice about sex and relationships.

LoveMatters praised Tmall as a “prominent company” that supports the LGBTQ movement — something it said was “important for the community to be visible, to be seen by the public, and to be recognized.”

The video has millions of views and has been liked on Weibo tens of thousands of times. It has also garnered more than 4,500 comments, many of which are positive.

“Tmall is taking a smart stance by avoiding saying directly that it’s supportive [of gay couples] or not,” wrote one user, whose name translates to an ancient Chinese phrase meaning “free spirited.” “But it’s already a great step forward.”……

——Same-sex relationships are taboo in China. An Alibaba ad is challenging that

By Laura He and Steven Jiang, CNN Business