The document discusses perceptions of sexiness among Chinese youth based on interviews. Youth see Shanghai as the sexiest city due to its modernity. Other top cities are seen as sexy for their history, natural beauty, or nightlife. For youth, sexiness is associated more with confidence and passion for life than physical appearance. Brands seen as appropriately sexy appeal to creativity and lifestyle rather than overt sexuality. Chinese youth are more open about sexuality, shown in trends like customizable online avatars and the success of a women-owned sex shop in Shanghai.

1. WHAT'S
SEXY?
CHINESE YOUTH
SHOW & TELL
PERSPECTIVE
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2. INTRODUCTION Being sexy is not just about
girls sporting skimpy outfits. We notice that as young
people become more open about sex, their ideas about
what is sexy evolve as well. We asked youth from around
China to introduce us to what they find sexy.
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3. I think Shanghai is the sexiest city. Shanghai is a modern city which is just like
a sexy young lady, while Beijing is a different story., All the old stories and
historical architecture make Beijing mysterious and mature, it’s like a middle-
aged woman emitting the charm of maturity.
– Sunny, 25, female, Shanghai
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4. China's Top 10 Sexiest Cities
17.3% respondents ranked Shanghai number one because of the city’s metropolitan
style, prosperity, famous landmarks and being able to hold many big events like the 2010
World Expo.
The survey polled 6,600 people between the ages of 18-60 across 30 cities in China, by Horizon Research Consultancy Group.
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5. What makes a city sexy?
Shanghai - modern cosmopolitan city, strong
economy
Hong Kong – celebrities, foreign influence
Chongqing – beautiful girls
Beijing – capital city, history and culture
Guangzhou – open-minded, easy to accept new
things
Shenzhen – special economic zone, opening up
Hangzhou – beautiful West Lake, pleasant climate,
pretty girls
Sanya – charming beaches, sub-tropical scene
Dalian – beautiful surroundings
Macao – gambling city, rich night life
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6. Consumers tell:
what youth find sexy
Being sexy has nothing to do with skin
or sex. I think a woman who knows
how to enjoy life is very sexy. I like to
treat myself to a nice, relaxing spa or
a cocktail with friends after a long
week at work. I don’t really have a
sexy body but when I look into the
mirror, I truly feel good about myself.
-Rita, 24, female, Shanghai
-Collage from The Bergstrom’s Group’s
original research
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7. For me, sexiness is beyond words. It has few things to do
with sensory stimulation. A word, a language or eye contact
can be sexy too! I think South America is sexy. People from
Columbia, Cuba and Argentina speak a sexy language and
their passion for life makes them sexy. Every time I see
flamenco, I can’t help saying ‘wow, that’s so sexy and tasty!’
- Vicky, 21, female, Beijing
To me, sexiness is a state of mind. I think I’m sexy because I feel
confident about my body and my appearance. If you think you are sexy,
people around you can definitely feel it. I know how to make full use of
my assets and promote them by dressing up.
- Xi, 22, female, Beijing
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8. How youth represents sexy,
Chinese style
The incorporation of Chinese elements – lotus
flowers, embroidery, references to blue and
white porcelain, by young fashion student
friends in Inner Mongolia.
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9. Sexy Avatars
We interpret it as a
mix of sexuality
becoming more
acceptable and
youth’s ongoing
reliance on the
Internet as a safe
place to experiment
with identity.
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10. I have changed my Renren avatar 86 times since 2008, the year I joined renren.com. It’s a way to get
my friends’ attention, and also a way to show people and myself how I have changed physically. Plus, I
don’t like to see one picture for long.
- Genie, 20, female, Nanjing (via Rugao)
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11. How do perceptions of sexiness effect
branding? What is acceptably sexy to Chinese youth may not be the
same as what is embraced outside China – or even what was acceptable in
China a year ago. The findings speak to Chinese youth’s changing respect
for celebrities, their awareness of those around them and their increased
expectations regarding creativity.
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12. 3 denim brands:
#1: BRAPPERS
(Taiwanese superstar) Little S’
seductive postures and close-ups
of her low-cut-top are almost
inappropriate for minors, not
appropriate for men either if your
girlfriend is with you. I think she is
too flirtatious in this ad, but easily
draws the audience’s attention.
- Nothing, 24, male, Suzhou
I’m pretty tired of this. In this ad, she is swaying her hips from the beginning to the end. It’s
unclear to me what the company wants to sell. It seems like everything on her body could be
a point of sale.
- Cynthia, 24, female, Shanghai
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13. #2: LEVI'S
This group of young beauties dancing behind the windows of a building attracts passers-by’s attention.
The slogan ‘Did you read our hips?’ reveals Levi’s two emphases – the meaning of the word hip as in
butts and as in trends. This is a brilliant sexy jeans ad without being too hot or overly conservative.
- Michael , 26 , male, Nantong
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14. #3: JASONWOOD
This ad’s focus is on the fingers and
pockets. I don’t think jeans ads
necessarily have to be sexy. Close-up of
the model’s fingers is an awesome idea
since so many brands are using sexy
models to attract an audience. Jasonwood
presents a young and optimistic lifestyle. I
would be interested in trying that.
- Kiki, 24, female, Shanghai via
Changzhou
Honestly, I don’t see any special points in the Jasonwood’s advertisement. It is dry
and boring, like a copy of an iPod campaign.
- Eric, 24, male, Shanghai
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15. Openness to sexuality creates new markets
Amy’s Bedroom is a female-owned sex shop in
Shanghai’s French Concession district designed
to appeal to a younger, more fashionable
clientele. As Chinese youth become more open-
minded about sex, Amy’s Bedroom welcomes
more and more local customers.
There is nothing to be ashamed of. If a toy can
make us happier, why don’t we get one?
- Kevin, 26, male, Shanghai
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16. ..
ABOUT US
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17. 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 across lower tier to tier one.
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.
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18. GET CLOSER
www.thebergstromgroup.com
info@thebergstromgroup.com
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