It is well known that China has laws against spreading obscene material online and therefore, livestreams featuring female models wearing lingerie have a history of being banned. To tackle this, many businesses have started hiring male models to model women’s lingerie.
Reportedly, the livestream shopping has become a popular industry in China. Further, it is expected to reach a value of $700 billion by the end of 2023. On one hand, some netizens have found this incident amusing and on another, some of them have raised concerns that this is depriving a lot of women of job opportunities.
As reported by Insider, male broadcasters modeling traditionally female products is not a novel concept in this industry. One of China’s most popular lipstick models, Austin Li Jiaqi, is male and has been dubbed the ‘Lipstick King’. Moreover, Alessandro Bogliari, CEO of Miami-based agency ‘The Influencer Marketing Factory’ stated that people in China are drawn to live-stream shopping events because of great discounts and related offers.
