Sexy outfits take a hike at gaming expo
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Shanghai Daily, July 29, 2011
Chinajoy, the country's biggest annual game fair, opened yesterday in Shanghai without the usual bikini-clad girls, as the government decided to crack down against "vulgarity."
The China Digital Entertainment Expo and Conference (Chinajoy) 2011, hosted by government bureaus including the General Administration of Press and Publication in Shanghai since 2004, has become notorious for scantily dressed hostesses who dance and pose at booths in bras and hot pants.
The new policy limits the number of showgirls and the amount of flesh they are allowed to show during Chinajoy, as game firms were told to focus more on their products and industry trends and less on sexy girls. Female performers are not allowed to put printed logos in "sensitive positions" like over their breasts, wear bikinis or costumes exposing more than two-thirds of their backs.
Some feared the move would make the show less attractive but visitors and game firms seemed to accept the change. The models themselves felt most affected.
"The length of my dress is longer than before," said, a model surnamed Zhou for Chengdu-based IT service provider West263booth, who has been a Chinajoy showgirl twice.
Ma Quanzhi, a public relations official at Giant, said the Shanghai-based game firm received direct notice from organizers about the new regulations.
"The idea for dress design is more related with ... the name of our new gam rather than sex appeal only," Ma said.
Sexy girls are always one of the main audience draws at the Chinajoy fair, especially for men.
"To be honest, I came here largely for spicy girls," said Xavier Du, a college student who is a shooting game fan. "I'm satisfied with female models for this year's Chinajoy, with impressive face and curve. I care more about them rather than only sexy clothing."
Du's opinion was echoed by other visitors, including a player surnamed Zhan from Zhejiang Province and a local game fan surnamed Song from Shanghai.
Both said they considered the games at least as important as the girls at the expo.
More than 300 game firms displayed their latest products and services during the show held in the Shanghai New International Center. The event runs through Sunday.
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