A bizarre International Women’s Day contest at a Chinese shopping mall has drawn worldwide publicity – for all the wrong reasons

The day is organised to “celebrate the social, economic, cultural and political achievement of women”. How did the management of one Chinese mall mark the occasion? Organise a contest for people to unclasp women’s bras – the winner being the fastest.  

Clad in lingerie and high heels, six models – in a weird twist wearing masks – lined up on a stage in the Liuzhou centre as both male and female customers took turns to see who could undo their bras fastest using only one hand.

Eight volunteers entered the competition, including at least one man, according to China Daily.

As the models stood with their backs to the crowd, a woman managed to undo all six bras in 14 seconds to be judged the winner.

Apparently, the aim of the event, held by the Modern Department Store (Gangding), was to attract more customers for International Woman’s Day, reports Britain’s Daily Mail. The winner’s prize was 1000 RMB, (US$154).

Apparently, there is a Guinness Book of Records entry for the most bras unhooked inside 60 seconds – it stands at an improbable 69.

Businesses in China have previously come under fire for missing the point on International Women’s Day. Two of the country’s most popular websites were criticised for using “sexist stereotypes” on the day last year. On its home page, search engine Baidu had a ballerina in a pink dress who turned into a bride and then into a mother pushing a baby, while video-sharing site Youku wrote to its female users: ‘May the world treat you gently’.

According to the United Nations, International Women’s Day is a time to reflect on progress, to call for change and to celebrate acts of courage and determination by ordinary women who have played an extraordinary role in the history of their countries and communities.

The official International Women’s Day website boldly poses the question: How will you mark the day? Inside Retail Asia assumes they did not anticipate anyone answering: by having lingerie-clad models’ bras removed in a public shopping centre…