Lianhua Mountain Ski Resort In China Hosts Underwear Festival To Boost Visitor Numbers

When it comes to marketing a ski resort, this publicity stunt is definitely straight out of left field.

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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.

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The resort, located in Changchun – Jilin Province, was clearly keen to promote some sense of gender equality with all this because they also encouraged the dudes to strip off to their bare minimums. One guy, as you can see in the surreal image above, went snowboarding in his underpants with a cuddly turtle adorned to his backside. Our favourite thing about the picture above, FYI, is the guy just behind the turtle-bum-man holding his DSLR all like: “Yeah, bro. I need to get a picture of this for my portfolio.”

What do you reckon then? Would a festival that celebrates being in your “undies” be enough to tempt you to visit this ski resort? To be honest, our underpants have definitely seen better days so we’ll probably give the festival a miss thanks. But yeah, if you’re up for it…you be our guests.

Picture – via
Picture – via

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