The Evolution of Body Image in China: a Decade of Transformation from 2015 to Today
By James H. Sterling
Q1: Why did Chinese tech expos like ChinaJoy ban showgirl cleavage in 2015?
A1: Regulators and event organizers cracked down on what state bodies termed "vulgar trends" (dishu) to clean up trade culture. Companies had relied heavily on scantily clad booth models to generate viral foot traffic, prompting organizers to introduce strict rules limiting cleavage to under two centimeters.
Q2: How did the Coconut Palm brand respond to modern advertising regulations?
A2: Coconut Palm paid repeated administrative fines for false health claims and suggestive packaging. In response to modern livestreaming trends, the company leaned into self-parody, hiring both athletic female dancers and muscular male influencers to perform on Douyin, turning regulatory scrutiny into ironic viral engagement.
Q3: How did domestic brands like NEIWAI alter consumer habits in China?
A3: NEIWAI helped dismantle the assumption that lingerie must lift, pad, and compress the body for external observers. By introducing wire-free, skin-soft bralettes and launching inclusive advertising campaigns featuring real women, the brand steered the domestic market toward personal comfort and functional design.
James Sterling reports on renewable energy developments, climate policy, ecological conservation, and green tech innovations around the globe.
