Having 3 kids is the coolest

China ramps up push for more babies, but are couples biting?

- Michelle Ng

BEIJING - In November, the local authorities in the central city of Changsha decked out a street with pink banners sporting slogans like "Doing housework is the best" and "Having three children is the coolest" in a bid to encourage young couples to have children.

The "marriage-themed cultural street", complete with wedding photo backdrops, was roundly mocked by netizens for leaning into stereotypes and its tone-deaf messaging.

"Rather than increasing salaries and social insurance of young people, this is what Changsha uses its money for?" one user questioned on Chinese social media platform Weibo.

In a desperate - and some would say futile - attempt to slow and reverse the population decline caused by its one-child policy and urbanization, the Chinese government has recently doubled down on measures to boost the nation's birth rate.

China's State Council, or Cabinet, in late October detailed 13 measures to build a "birth-friendly society". Incentives include mandating better maternity insurance and leave, improving childcare and housing support, and advocating positive views on marriage and parenthood through social awareness campaigns.

Previous efforts include giving couples cash incentives for their second and third child, which first started in Sichuan in 2021 and has expanded to 23 provinces since.

Local governments have quickly heeded the latest call, by pushing out relevant policies.

Two weeks ago, the southernmost island province of Hainan allowed labour pain relief to be covered by public health insurance. Cities in central Hubei province have also been handing out subsidies, increasing maternity leave and housing aid.

Even colleges and universities are being asked to play a part, with state-run China Population News urging higher-education institutions to provide "marriage and love education" to emphasize positive views on marriage, love, fertility and family.