China and bikini craze
Xiao Changyan
China Daily
Publication Date: 15-08-2008




For once, US President George W Bush was spot-on; the morning after the opening ceremony he was bright-eyed and Bushy-tailed and making a beeline to Chaoyang Park.
Sure, the President was there to cheer on the US's Olympic champions (Misty May-Treanor and Kerri Walsh). Truth is, though, that even on that rain-sodden day, gawping at colourful bikinis on "beach babes" sure made a nice break from running the world. One wisecracker welcomed Bush's appearance saying the world had been a safer place for a few hours. But that's another story.
In fact, beach volleyball has been one of the Olympics' great successes since debuting as an exhibition sport at Barcelona 1992.
"The bikinis make a perfect match with the athletes' tanned skins and slim figures," says Liu Rong, a 26-year-old Chinese fan who also sported a yellow bikini at the China-Switzerland match.
"For me, wearing a bikini is the best way to show my beauty and support for our sporting stars."
Liu is far from alone. Many Chinese women have also been seen wearing the sexy outfit during the first few days of beach volleyball, diving and swimming events.
It's all a far cry from just ten years ago, when the bikini was regarded in a poor light by many conservative Chinese and very few girls were bold enough to wear it in public.
"The bikini hit like an earthquake when it first appeared here in 1985," recalls Peng Danrong, general manager of Haosha, one of the biggest swimwear manufacturers in China.
Contestants wore bikinis, exposing their bellies and navels for the first time during the Fourth National Bodybuilding Contest held that year. The small outfit immediately became big news and set tongues wagging throughout China. Many criticised it as being pornographic and in poor taste, since exposure of one's body in public was traditionally considered shameful by the Chinese.
But there was no turning back. More and more bikinis started popping up, so to speak, on TV and in magazines. As waves of beauty contests swept the country, the swimwear revolution took hold and TV ratings soared as people tuned in to get an eyeful.
For a while, bikinis were mostly confined to the stage and magazines after their first appearance because very few people were courageous enough to wear them in real life. "People would regard you as flirtatious or of loose morals," says Peng.
It wasn't until 1995, 10 years after the bikini first appeared in public, that two-piece swimsuits first became available in Chinese shops--but they were usually placed in a low-profile corner of stores as few people bought them.
"I clearly remember the first time I bought a bikini," recalls 34-year-old Zhang Ying. "It was 10 years ago after I finished a business trip in Europe." Lured by the pictures of scantily-clad lovelies in foreign magazines, she decided to buy one in Beijing.
At that time swimwear was only seasonal and few stores had big swimwear sections. After searching the city, Zhang finally bought a simple two-piece swimsuit, with a vest-like upper and boxer shorts. "It may be the most conservative bikini in the world but it was the boldest daily swimwear in China then," she says.
Sadly, Zhang only wore her dear bikini in public once. "When I wore it in the pool everybody stared at me and my mum severely scolded me," she sighs, the smile instantly gone.
How things have changed. Since 2000, bikinis have witnessed a surprising growth in China. Says Peng: "Bikinis accounted for more than a quarter of our brand's swimsuit sales in 2005.
"The young generation, growing up under the policy of opening up and now in their twenties, have a strong acceptance of new things and have turned out to be the main buyers of bikinis. They think it natural to show off the beauty of their bodies with the sexy suits."
Liu Rong admits that she has four bikinis, and all her friends have at least two each. "More and more communities in Beijing now have indoor swimming pools, so we can swim throughout the year," she says.
"Isn't it too dull to wear the same stuff all the time?" But she admits it was a real challenge to wear a bikini with tiny G-string briefs and small triangular bras, which are quite popular in the West. "We usually choose conservative styles," she says, "as such a hot style is more likely to be worn in the bedroom, but not in public pools."
The bikini is now far more than just a swimsuit. As more and more Chinese take hot spring baths, beach holidays and massages, they have become a wardrobe necessity.
"Bikini-like underwear sells like hot cakes," says Cao Jing, marketing manager of Odifen, a popular lingerie brand in China.
"It has even changed the way people choose their lingerie, as women no longer feel shy or are criticised for appearing sexy and alluring with bold lingerie. Sometimes we even follow bikini fashion when designing our products."