Calay News
In a streaming session on Chinese video-sharing platform Douyin, a male model can be seen wearing silk lingerie and dancing to music while forming a heart with his fingers. This performance is an example of the business innovation needed to circumvent China’s stringent Internet censorship, which can restrict seemingly harmless activities. China has one of the strictest censorship systems in the world and has a history of blocking not only politically sensitive information but also images of female bodies that are considered marginally racy.
Online lingerie sales in China have been subject to strict surveillance, leading some companies to use male models to promote their lingerie. While the emergence of male lingerie models has generated mixed opinions in China, from joy and anger to grudging acceptance, these companies have found an innovative way to promote their products through less regulated channels.
Online product sales are a multi-billion dollar industry in mainland China that has received a major boost during the three years of strict confinement due to COVID-19, which has affected many traditional retailers. Chinese companies have found creative ways to circumvent censorship and promote their products online, such as using male models to sell lingerie. Despite criticism and controversy, these models have proven to be an effective solution for companies seeking to reach their.
