Online commerce businesses in China are reportedly using male models to showcase women’s lingerie in order to exploit a legal loophole.

Live stream commerce is very big in China. From makeup and apparel to food products and tools, businesses rely on this model to significantly boost their sales. However, a couple of years ago, the Chinese authorities started cracking down on the live stream industry in general, imposing a series of rules and guidelines that make it possible for Big Brother to immediately and permanently ban channels that break them. For example, mukbang, the South Korean earing show genre was banned for promoting food waste. Similarly, women wearing lingerie on stream risk being charged with “spreading obscene information”…

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Australian company HommeMystere specializes in sexy lingerie for men. The idea of guys wearing lace underwear, silk bralettes and G-strings may seem strange or funny to a lot of people, but apparently the undergarments are in such high demand that the company has had to expand online just to keep up with incoming orders.

HommeMystere has been around since 2008; its co-founders Brent and Laura Krause started designing men’s lingerie when they realised that men who wanted to dump their boring boxers were forced to shop at women’s stores. So they wanted to give men the option of buying sexy underwear that’s designed with the male form in mind.

Their idea turned out to be a big hit, and the small hobby-sized business soon grew to epic proportions. Today, HommeMystere is a global online store that serves a wide range of clients from over 30 countries, including Canada, America, and Russia.

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