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SummarySex toys in China are not hard to find. They're sold in adult health shops around the country.

Chinese sex toys are not hard to find. They're sold in adult health shops around the country, available in hotel minibars, and even on sale by the checkout counter at some convenience stores, next to the gum and candy.

Yet this is a country where just 30 years ago public criticism erupted when a magazine published a picture of a couple kissing on its back cover.

The about face in attitudes towards sex in China, which began when the prudish Communist government launched its opening and reform drive in the late 1970s and has been catalysed by the Internet, is creating a prime business opportunity for the sex toy industry, insiders say.

The market will grow to around 40 billion yuan ($6.4 billion) by 2014 from around 10 billion yuan at the end of last year, predicts Lin Degang, chief executive of an online retailer of sex toys.

Within five years, sex toys will be a common commodity for everyday use, he told Reuters. Sex toys will be a key element of a fashionable lifestyle.

Sex toys have become so ubiquitous that various kinds of vibrators can even be bought at FamilyMart Co Ltd convenience stores throughout Shanghai. With price tags of $15 to $17, they are sold by the cashier, along with condoms.

Highlighting expectations of a strong upward trajectory in domestic sales, two private equity firms in August jointly invested 300 million yuan into Love Health Science & Technology Co Ltd, the biggest Chinese sex toy manufacturer.

Sex toys have existed in China for centuries. The concubines of Chinese emperors who failed to find sexual satisfaction often turned to them, and there were also sex toys for men, according to Peng Xiaohui, a professor of sexology at Central China Normal University, in the central city of Wuhan.

Their use was forced underground after the Communist Party took over the country in 1949 and adopted policies aimed at repressing people's personal desires, including romance and sex, in favour of ideas of revolution and collectivism.

FORBIDDEN PUPPY LOVE

Even teenagers were officially forbidden to have crushes on each other. We can say that after 1949, Chinese society was more conservative than in ancient China, said Peng. Things have changed following social and economic reforms that began in the late 1970s, but many Chinese still hold conservative views towards certain elements of sex, such as homosexuality and pornography. Pornographic websites and publications are

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