Less flesh please: ChinaJoy showgirls told to cover up

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Models at Shanghai gaming event banned from wearing bikinis and revealing outfits as authorities clamp down on "vulgarity"

To the dismay of attendant geeks but official approval, China's biggest online gaming fair has ordered exhibitors to cover up their showgirls.

While the gaming industry as a whole is not noted for progressive representations of women, Shanghai's ChinaJoy event – which is sponsored by several official bodies – has become notorious for the scantily-clad models promoting gaming stands.

The new policy, which follows a government drive against "vulgarity", limits the number of performers any firm can use and how much flesh they can display, the Shanghai Daily newspaper reported on Friday.

It includes a ban on bikinis and costumes that expose more than two-thirds of the wearer's back, and bars models from putting stickers in "sensitive positions", such as over their breasts.

"The length of my dress is longer than before," one model told the paper.

The fair's organisers were not available for comment but a notice posted on their website earlier this year warned: "To eradicate vulgarity and cultivate a good expo atmosphere [and] avoid a negative impact on ChinaJoy through bad activities...the commission will conduct strict checks on the number, costumes and performance content of performers at the site."

The move follows a government edict last year ordering online gaming companies not to use sexual or violent imagery to promote their products.

But thighs and cleavage were still evident in photographs from the event, suggesting exhibitors may be paying more attention to the letter than the spirit of the new code.

"To be honest, I came here largely for spicy girls," said student Xavier Du. "I'm satisfied with female models for this year's ChinaJoy, [who have] impressive faces and curves. I care more about them rather than only sexy clothing."

The event still includes a beauty pageant, described as "the most delightful platform for female players, models and showgirls for gaming companies".

• China
• Games
• Women

Tania Branigan

guardian.co.uk © Guardian News & Media Limited 2011 | Use of this content is subject to our Terms & Conditions | More Feeds

Charles Arthur 29 Jul, 2011

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Source: http://www.guardian.co.uk/world/2011/jul/29/chinajoy-gaming-showgirls-cover-up
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