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Photo: guardian. Long legs. High heels. Short skirts. One just has to look around in any major city in China to see the way businesses are using sex to sell their products.
This method of advertising stands in contrast with the more traditional views held by many Chinese people on sex. In a country where sex education in schools and within families is almost nonexistent, how and why is sexual marketing in the public becoming more acceptable?
And what is the long term impact of this? The largest gaming convention in China and all of Asia is a prime example of how sexuality is playing a major role in modern China's marketing trends. ChinaJoy has long been under official scrutiny for pushing the limits of what's considered sexually appropriate in China. Despite its focus on gaming, the convention is best known for the hordes of scantily clad young ladies running around "teasing" the predominantly male consumer base.
More remarkable, twenty or even fifteen years ago something like ChinaJoy would be completely unheard of in the Middle Kingdom. So what changed? Research into this issue provides some interesting data. A Xinhuanet article from reports that in only Although this is quite a remarkable change, talking about sex within the family unit is still virtually unheard of today.
Nearly every single Chinese person I spoke to about this issue said that they could never imagine speaking to their parents about anything related to sex—even less sensitive issues such as birth control and puberty. While it seems that Chinese couples are continuing to expand the limits of their sexual behavior, there are still very few people who are actually willing to talk about sex, even within their family and close friend units.