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

1. SEX AND THE SINGLE LADY
CHINA STYLE
PERSPECTIVE
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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.
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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?
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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.
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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, Shanghai
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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.
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7. THE GOVERNMENT Tries To Balance
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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.
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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.
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10. BRANDS Tread The Line
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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.
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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.
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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.
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14. ABOUT US
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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.
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16. GET
Thank you!
info@thebergstromgroup.com
www.thebergstromgroup.com
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