Pictures of women showing off their unshaven armpits have been flooding Weibo, China's Twitter-like social media platform, in response to a competition encouraging ladies to post their best "armpit hair selfies".

A competition page was set up on July 17 and managed to attract over 28.5 million views and thousands of picture submissions within five days, according to Tomo News.

The organizer of the competition, simply called "Girls not plucking their armpit hair", said that the online event was meant to promote a healthy attitude in women regarding societal perceptions of beauty.

"Girls, you should have confidence that you are beautiful just the way you are, shaven or not," the page read.

The competition, which seemingly offers no actual prize, ended on July 22, but it hasn't stopped women from publishing pictures of their unshaven pits under the trending hashtag.

The subject of female body hair and shaving as a social norm has been long discussed. The competition appears to be a nod to various other global campaigns encouraging women to submit photos of their unshaven legs, armpits, upper lips, etc.

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