The video has been circulating widely on social media since Wednesday, garnering mostly supportive comments from internet users.

Lovematters, a popular gay-themed account on Weibo, China’s equivalent of Twitter, thanked Tmall for supporting the LGBTQ community, and called the video “humourous and interesting” in a post shared more than 32,600 times.

Raymond Phang, co-founder of LGBTQ festival Shanghai Pride, told AFP the ad was a “brilliant idea”, touching on family inclusion during an important festival.

——China’s LGBTQ community praises ad depicting same-sex couple, Beijing (AFP)