Sex and the single lady

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China has sex on the brain. From discussions and news reports on the prevalence of sex shops in China’s major cities, to concerns over sex education in Chinese classrooms, Chinese youth are being exposed to these topics more and more frequently.
- The Bergstrom Group

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Sex and the single lady

  1. 1. SEX AND THE SINGLE LADY CHINA STYLE PERSPECTIVEwww.thebergstromgroup.com telling the story of new China
  2. 2. INTRODUCTION China has sex on the brain. From discussions and news reports on the prevalence of sex shops in China’s major cities, to concerns over sex education in Chinese classrooms, Chinese youth are being exposed to these topics more and more frequently.www.thebergstromgroup.com telling the story of new China
  3. 3. Shifting Attitudes Towards Sex Over the past few years we have seen a shift in attitudes towards sex, and while it may not be a subject for the dinner table, it’s certainly become less of a taboo topic amongst many young people in China. As conversations about these topics flourish with the help of the Internet, the question is: what do sex and sexuality represent to young single women in China?www.thebergstromgroup.com telling the story of new China
  4. 4. Pornography Is Sex Education Dr. Katrien Jacobs’ new book “People’s Pornography: Sex and Surveillance on the Chinese Internet,” set for publication in December promises a more research- focused sex talk. A focal point in Jacobs’ book is how online pornography in China has become a popular resource for Chinese youth. In our own research, we have run into a pornography community called Caoliu Shequ, a place where people in China have free access to pornographic videos, pictures, comics, and stories. Read our original post here.www.thebergstromgroup.com telling the story of new China
  5. 5. It’s very typical in China that we do whatever we are forbidden to do. I sometimes visit Caoliu Shequ, not because of a sexual desire but out of curiosity. I heard about Caoliu on Douban, but the first time I checked out gay porn was from Rayfile (a net-disk site). It was my first year in college and I had been curious about that for a long time. I learned about intercourse when I was in junior school. Romantic novels were super popular back then and there were detailed descriptions on how two make love. I think pornography teaches me about sexuality in a positive way. I don’t feel so ignorant and uneducated because of what I have seen but still, I haven’t put my knowledge into practice yet. I have started to worry that I might be frigid. - Cynthia, 24, female, Shanghaiwww.thebergstromgroup.com telling the story of new China
  6. 6. Marriage, Sex, and Gender In Shanghai: Interview with A Young Husband We interviewed Jimmy, a 24 year-old Shanghainese who just got married to find out a first-hand perspective about premarital sex, marriage requirements, and gender dynamics. Marrying at this young age is uncommon in Shanghai – his career is just starting and most of his friends are still single. Read the full interview here.www.thebergstromgroup.com telling the story of new China
  7. 7. THE GOVERNMENT Tries To Balancewww.thebergstromgroup.com telling the story of new China
  8. 8. Officials’ Attempt to Ban Sexy Ads Recently, the State Administration of Radio, Film and Television (SARFT) issued a ban on television and radio advertisements that they deemed too sexy. SARFT wants television channels to broadcast less racy spots in favor of ads geared to public health and service. SARFT had previously placed a ban on sexy ads in 2007 but that ban was far more specific. This time around, the definition seems less precise. Read our report here.www.thebergstromgroup.com telling the story of new China
  9. 9. Government Launches Free Condom App The FreeCondom app was financed and launched by the National Population and Family Planning Research Institute as a sexual health initiative. The app also provides information on sexual health and, while currently it is only available to Beijing residents the Global Times reports that there is potential for the program to spread to other cities in China. Read our full post here.www.thebergstromgroup.com telling the story of new China
  10. 10. BRANDS Tread The Linewww.thebergstromgroup.com telling the story of new China
  11. 11. Will “Gossip Girl” Be De-Sexed in China? The American TV show Gossip Girl’s popularity in China has helped launch Chinese spin-offs such as Runaway Sweetheart. The “real” Chinese version will debut in the summer of 2012, led by Metan Development Group. While many are excited, there are concerns about adapting the highly sexual American version to fit into a Chinese context. Read our previous post here.www.thebergstromgroup.com telling the story of new China
  12. 12. Sex and Violent Marketing: Renmo.com A promotional video called “The Most Beautiful Devil Ever,” features an attractive young woman dressed in white coming home and transforming into a sexy devil. As she walks towards the screen in black lingerie, an eerie male voice whispers, “Are you human [Ren] or devil [Mo]? Let people know your other side.” A few weeks after the promotion launched, it was unveiled to be a ruse for a new online game. Netizens were angered and felt duped. But also maybe a little disappointed by not getting the chance to let their “other side” loose. Read our previous article here.www.thebergstromgroup.com telling the story of new China
  13. 13. Johnson & Johnson Educates About Sex and Health “Down There” A recent commercial promoting a diary supposedly written by “V” (indicating vagina, “小V日记” in Chinese) caught our attention. A quick online search brought us to a small booklet published by personal care brand Johnson & Johnson to share knowledge about gynecological health. The book is thirty pages long and covers sexual health in a friendly way with articles covering friendship, fashion, traveling, fitness, love – and sex. Read our report on it here.www.thebergstromgroup.com telling the story of new China
  14. 14. ABOUT USwww.thebergstromgroup.com telling the story of new China
  15. 15. OUR STORY Established in 2006, The Bergstrom Group has developed a reputation for providing vivid customer immersions for brands and agencies. We began our commitment to China by focusing on youth and have since broadened our scope to include women and lower tier consumers. Based in Shanghai, our on-the-ground team of subject matter experts, researchers, trendspotters and photographers is dedicated to telling the story of new China in a way that is both authentic and actionable.www.thebergstromgroup.com telling the story of new China
  16. 16. GET Thank you! info@thebergstromgroup.com www.thebergstromgroup.comwww.thebergstromgroup.com telling the story of new China

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