Sex Tape in Uniqlo a Boon for the Brand in China?

A video of young Chinese couple having passionate sex in what appears to be a Uniqlo store fitting room has gone viral since being posted.

The clip shows a man in glasses, dressed in black from head to toe,  telling a naked woman to kiss him as he tapes the two of them going at it in the mirror.

“Call me husband” and “say we’ll be together” he’s heard saying in her ear as piped music lingers in the background.


Toward the end of the video, there is another female voice –but it’s coming from over the intercom:

“Dear customers, welcome to the Uniqlo store at Sanlitun. There are no fitting rooms on the first floor. Please proceed to the second and third floor if you need to try clothes on.”

“The police investigation has two main parts: who published this unsavoury video, and was it an example of hype by the business,” Beijing Television reported.


China Daily reported that Uniqlo could face a fine of between 200,000 and one million yuan and have its licence revoked if the video turns out to be a publicity stunt.

Some Chinese Internet users speculated the footage was a marketing ploy by Uniqlo, prompting the Japan-based company to issue a statement denying any involvement.

Uniqlo, a Japanese-owned company, has not responded to the reports.

“As a responsible international brand, Uniqlo is dedicated to providing consumers with safe, comfortable and quality shopping experiences and locations,” Uniqlo said. “We would like to remind all customers to abide by society’s moral standard… and properly and appropriately use our fitting rooms.”

Boon for the brand?

According to several Chinese consumers that spoke with CNN, the video drew them to visit the store

On Wednesday evening, a steady stream of visitors took selfies outside Uniqlo’s flagship store in Beijing, a glass modernist building decorated with the company’s red logo.

“I came here because of the clip,” said a young Chinese man, who asked not to be named while taking a photo of himself in front of the store.

All six of the customers CNN spoke with inside the store said they were browsing the aisles and looking for the infamous fitting room purely because of the sex video.

“I never heard of Uniqlo before the clip,” said a university student, shopping for printed T-shirts who asked only to be identified by his last name Zhang.

“It’s definitely a marketing strategy,” said a 17-year-old wearing a red bandana around his head who asked only to be named as Mike. He came to the shop for the first time with two female friends decked out in flamboyant, pop culture-infused outfits.

“We came here specifically to check out the fitting room,” said Melody Gao, an 18-year-old friend of Mike wearing hot-pink sunglasses, a front ponytail and an over-sized basketball jersey.

The Staff

The Staff

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