Hit Chinese show Meteor Garden is one series that features popular effeminate male actors. 'Contrary to other regions, where sales of men's grooming is driven by shaving and deodorants, in Asia-Pacific, men's skincare is the largest and fastest-growing category.' 'Sissy pants' boys part of a 'sickly culture': state mediaĭespite the growing popularity of effeminate males in Chinese youth culture, the portrayal of masculinity in Chinese media has received a strong pushback from powerful players in Beijing. 'When looking at regions, Asia-Pacific is the fastest-growing region in men's grooming globally,' Ms Illera told the ABC. Julia Illera, research consultant at Euromonitor International, anticipated global sales of male beauty products would continue to rise over the next five years, particularly in the Asia Pacific market.
Statistics from research firm Euromonitor show the market for male grooming products is rapidly expanding in China, with a 44 per cent sales increase (in real terms) of male grooming products from 2011 to 2016. Mr Zhang poses for a photo with makeup and temporary face tattoos.
