Latex, leather and lace descended on Shanghai this weekend as the city played host to the region's largest trade fair for the adult industry.
And in a sign of changing social mores, organisers and exhibitors at China Adult-Care Expo 2012 yesterday hailed higher numbers of female and elderly visitors as evidence that traditional taboos are rapidly breaking down.
'There's nothing to be ashamed of,' said Jennifer Wang, a 25-year-old visitor from Anhui province. 'I think a lot of young women like me are curious about these things.
'In the past, you felt as though you weren't supposed to talk about these things and we did not get taught very much at school. My generation is very keen to learn more, and we don't mind discussing sex.'
The three-day show, held at the Shanghai New International Exhibition Centre, was the biggest in the event's nine-year history, attracting thousands of visitors to ogle at products from more than 100 manufacturers of adult wares, including exhibitors from 20 countries.
The show was spread across two floors, with a glittering array of sex toys, lubricants, costumes and assorted novelties.
'It is quite rare to see a fair like this in China, so my boyfriend and I felt we really should take a look,' said one 27-year-old visitor, who asked not to be named.
