Building company culture is no easy task. It involves rallying everyone in a company to common goals and to bring out the best in everyone.

Team bonding exercises help, and they are supposed to be fun.

A cosmetics company in China took it to a whole new level, when it celebrated its anniversary by forcing its employees to slap each other in the face while kneeling on stage.

The slaps were audible even from a distance.

The slapping incident took place in Nanchang, Jiangxi Province on Dec. 17.

Building team spirit

Luo, a spokesperson from the company, told Beijing Youth Daily that it was nothing special and that it was just a test for the employees.

He added that the employees were not simply slapping each other, and that it was a routine other companies used as well to build team spirit.

The company also claimed it aimed to cultivate the so-called 'wolfish nature' in their employees.

Netizens find humour amidst disapproval

While most netizens disapprove of the company using such blatant physical abuse as a way to 'encourage' its employees, many managed to find humour in the situation.

Translation: At least put on some toner before you go up on stage so the slapping wouldn't be done in vain.

Translation: I'm not sure if I should say this, but wolves are definitely not this retarded.

Translation: Seems like the first pair really hated each other.

Translation: This is more like 'husky' spirit.

Translation: It's better to leave this kind of company with such a corporate culture of mindlessly following orders and losing one's dignity.

You can watch the video of the intense slapping here:

[video width="480" height="844" mp4="https://static.mothership.sg/1/2017/12/slapfaces.mp4"][/video]

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Forced self-berating

This 'slapping exercise' isn't the first time in China where an organisation has forced its own extreme thinking unto its participants.

Recently, a centre teaching women to be 'virtuous' closed down after a video of a woman kneeling and crying while apologising to her parents for watching porn spread online and sparked widespread outrage.

Some of the core messages taught by the centre to the women were that women should be submissive to their fathers, husbands and sons, and that they should stay at the bottom level of society.

They also ought not to retaliate when hit by men.

Such 'traditional virtues' schools are more popular in the rural areas than the cities.

Top image via Weibo