The All-China Federation of Women used to have more than 15 articles on its website on the subject of "leftover women" - offering tips on how to stand out from a crowd, matchmaking advice, and even a psychological analysis of why a woman would want to marry late.

BBC: China's 'leftover women', unmarried at 27

If it sounds odd to call women "leftover" at 27 or 30, China has a long tradition of women marrying young.

BBC: China's 'leftover women', unmarried at 27