ong Kong has never been so epitomised by Tony Leung Chiu-wai. Or the half-naked men. Social media was a frenzy. dominated by the ripped abs pretty boy-next-door, as Nicholas Tse and Passers-by waved from the street as a double of buff men, by pecs of steel Edison Chen were back in their early 20s. But decker bus-load of the models went past. And the arrival adorning 60ft billboards and arguably never before have representations despite the hilarious, excessive kitsch of it all, shirtless adonises, proudly of men in Hong Kong been so provocatively, there also radiated a feeling that girls wanted Hdisplaying their V-lines. In the past few years, openly sexual. to have and date them and guys wanted to we’ve seen an incredible change in the extent It’s been a shift that has gradually occurred look like them. to which Asian men are becoming highly over the space of the last few years, with a of the HK sexualised objects of desire, resulting, today, growing line of rugged models and celebrities FOLLOWING THE SUNSHINE in a constant, hot barrage of unashamedly teaming up with beauty centres and fashion King Chiu was one of the A&F models – and in-your-face torsos, of body-proud stars like brands. Actor Nick Cheung went through a since then, he has become one of the most Eddie Peng and Wu Chun, of the phenomenon big buff change for the movie Unbeatable, high-profile Hong Kong sex symbols, and of the topless ‘sunshine boys’ – those healthy, singer Louis Cheung beefed up to be a perhaps epitomises the so-called ‘sunshine cut, sporty pinups becoming increasingly spokesperson for Dr Schafter’s fat burning boy’ phenomenon of sporty, buff guys. “The common in Hong Kong. Make no mistake, the cream, while singer and actor Alex Fong change in my career certainly came from era of the Asian sex symbol has begun. became spokesperson for underwear and working at A&F,” says Chiu. Following the It might seem the norm in today’s world skincare brands. Their bodies have become A&F launch, Chiu released King of V-Line, that men are as publically sexually desired a commodity, in many cases revitalising a provocative photo album of V-lines (those as women – yet in Hong Kong, this wasn’t their careers. groin-topping muscles in the shape of a ‘V’) MALE always the case. In fact, it’s a rather modern Yet if you were to look for one moment and buttocks, leading to his seemingly self- phenomenon that has really only come of age where this evolution crystallised into a proclaimed nickname, ‘King of V-Line’. His sex symbol in the last few years. Let’s be clear, though: full-blown phenomenon, it would be hard to photo book, along with books by two other desirable Hong Kong men have long existed, go past August 2012, when Abercrombie & male models, sold out at last year’s Hong In recent years, there has been but they’ve generally taken a different form. Fitch launched its flagship store in Central, Kong Book Fair and generated the kind of an evolution of male sexuality There was the dapper, charismatic gent, bringing with it a parading horde of ripped newspaper headlines usually reserved for ▶ in Hong Kong and the dragon, apparently, no longer wants to be hidden. Arthur Tam explores the hunky and beefed up trend that has taken our city by storm. Photography by Calvin Sit. Art direction by Jeroen Brulez

Model King Chiu Make up artists Wing Cheung and German Cheung

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their female counterparts. Suddenly, it was all only are there more men’s publications now, Besides consumer demands and the about the boys. but they have indeed become more liberal empowerment of women, MRRM’s Ma “During my seven years of modelling, I in showing off more sexualised Asian male suggests another reason behind the rise of never had to take off my shirt as much as I did images,” says Ma. “We are providing a dream the Hong Kong sex symbols – a liberal shift in after A&F came,” says Chiu. “After that, I’ve environment to our readers. Nowadays, society’s attitudes toward sex and sexuality. definitely taken up more fitness modelling sexuality does not only apply to ladies, but it “The increasing acceptance of homosexuality jobs and I’ve noticed more opportunities for also applies to men.” has given a liberal standpoint on sexuality,” male models and celebrities.” And this demand that Song refers to has he says. “By doing so, it takes away the “A&F caused a social media frenzy that been very much driven by your average stigma associated with men wanting to just rippled across the city,” Chiu continues. consumer. “I love sunshine boys, I always be desired.” “It’s not like people didn’t like pecs and six have,” says Bonnie Cheung, a 26-year-old packs before… but now they feel like they fan of Chiu and his sunny colleagues. “These THE DESIRE TO BE DESIRED are allowed to like them openly. It really has days it’s all about guys pulling their pants Ma raises an important, distinct point about been because of the brands and the influence far down enough so we can see their V-line. the modern man – that while there has been a of these companies that have affected the way I’m shy to admit it, but I do like it. V-line! significant growth in male sex symbols, there people think.” V-line!” Connie Wong, 25, adds: “For me I has also been an emphatic rise in the number Significantly, as Chiu suggests, perhaps think maybe I was influenced by Korean of male consumers who want to be desired, the most remarkable change has come in the dramas, which usually have the schoolboy who strive for V-lines, abs and pecs. way consumers have embraced the prospect type or the masculine manly type. For me, I Mence Tsoi, the owner of successful beauty of such highly sexualised male imagery. like the masculine type – if they have facial centre Mence Skin Care and Body Toning And according to Geng Song, an associate hair like Godfrey Gao, that’s actually quite a Authority, has noticed a substantial change in professor at the University of Hong Kong, turn on as well.” her business in the past half-decade. “At first, who focuses on media and cultural studies, it our clientele consisted of middle-aged men has largely come from two factors. THE ROLE OF GIRL POWER that just wanted to get rid of their bellies. Now “The major change is consumer discourse It’s precisely these kinds of statements from we have a large, young demographic who and the second wave of empowerment of the general public that represent what Song come in to get abs,” she says. “I believe women women,” says Song. “Fashion labels and refers to as the ‘empowerment of women’. are becoming pickier these days and that’s skincare brands with their advertisements “For women, beauty was their fortune,” why men here need to up their game. Women have constructed an idea that men should look says Song. “There has traditionally been a watch Korean dramas and have certain a certain way. So men look at those images body and mind dichotomy between men and expectations of how men can look.” and they think that should be something to women. Women used their bodies and beauty Chiu also agrees that men generally have a aspire to. Surprisingly, for the past few years, for power, while men were supposed to rely on higher physical expectation for themselves. a growing audience in China for magazines their mind. That, of course, has changed and “I’ve always been into sports, but then that like GQ, Esquire and Men’s Health has is still changing. Women are independent now progressed into wanting to get fit, bigger actually been women. They want to see male and though there is still salary inequality, and having a good body shape,” says the bodies. So there has been a creation of supply women are earning more than they did in the King of V-line. “I think it’s less about trying and demand.” past. And with this gradual shift in gender to necessarily attract others, but it is about power, we see more overt female appreciation building your own confidence and feeling A CULTURE OF V-LINE of male sexuality.” attractive. It’s not like you can show off your Like many current cultural shifts, South It’s a sentiment with which celebrity abs all the time. Looking good and working Korea – and their dramas featuring strapping, model and founder of agency ModelOne, out improves your overall health and general handsome male leads and gratuitous shower Ana R, agrees. “I don’t think that some of outlook on life, which I think is good for scenes – has certainly played its part in Hong the Asian women had the confidence to talk society as a whole.” Kong’s new penchant for men. But it’s also about this stuff before,” she says. “But now, Social media outlets like Instagram and been driven by a lot of other media and pop since women earn more and are taking up Facebook provide opportunities for these culture. Just last year, Apple Daily started a more leadership roles than before, they feel men to show off, feel good about themselves lifestyle page called The Most Handsome confident about sitting with their girlfriends and get noticed without being laced with For Today, which features a different sporty like they do in Sex and the City to talk about the shame they might have once felt. This, young man each week talking about their guys. On the flip side, from being the judge combined with the current ever-presence of daily fitness regimen and future career on ATV’s Mr Asia Contest this year, for the provocative brand advertisements and media aspirations – suggestive poses ensue, as first time in a long time, I’ve seen Asian guys endorsements, and a new demand for such sex does the cheese. Male beauty pageants have look more masculine. You can see that there symbols for the public to idolise, has created sprouted up, and two new men’s focused is a little bit more strength behind them. And a growing cycle that shows no sign of abating. publications – Elle Men Hong Kong and I think before, they didn’t have that, maybe In short, the men in this city are expecting Esquire Hong Kong – have entered the because they were shy. But now I feel a more from themselves and women are market, taking the number of such lifestyle confidence. People are looking for an expecting more from them as well. And those magazines to six. Edwin Ma is associate Asian male role model who has both expectations, for better or worse, look like publisher of men’s lifestyle title MRRM. “Not brains and body.” they’re here to stay.

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