When does posting a photo on social media of something you use on a daily basis represent more than simply sharing a slice of your life with your followers?

It’s a question that took on new relevance last week as hundreds of social media users posted images of their handbags alongside a hashtag titled “女の価値を決めるバッグ” (“Onna no kachi o kimeru baggu,” or “Bags that determine a woman’s value”) in an attempt to mock a disparaging comment someone had posted online.

The hashtag proved extremely popular on Twitter last week. Click on it and you’ll find pictures of handbags galore, from bags shaped like owls to lemons and frogs. Others celebrated pioneering German synth-pop groups, dinosaurs or sports teams.