You’d think promoting a ski resort to the masses would be easy business. “Look at these hills. Look at the snow. Look at these chairlifts. Look at these ski runs. Look at this mad après-ski scene.” Yada. Yada. Talk up all of your resort’s strong points, and don’t say anything about your resort’s weak points; ski town marketing 101. Entry level education.

The Lianhua Mountain Ski Resort in Northeast China, however, have completely ripped up the rulebook when it comes to advertising their destination. Rather than promoting their ski resort using traditional methods, they’ve decided that a better way of encouraging people to visit would be to get some other people to take off their clothes as part of a 90s lad mag style event called the “Undie Ski Festival.”

Now, we don’t want to sound too cynical about all this but we’re going to hazard a guess and say that this event was designed by committee; a committee made up entirely of blokes, geezers, and pervy bastards. One of the main events at the festival (the headline act, if you will) was a slope side bikini contest where the contestants inexplicably held up cans of Chinese grain alcohol. Yes, really.