Having men experience contraction pains is proving popular in this eastern Chinese city, especially with their spouses. Ever since the Jinan Aima Maternity Hospital opened its “Pain Experience Camp” in November, more than 300 men signed up as test subjects, said Liu Yang, Jinan Aima’s marketing director.
Interest has been such that in addition to free sessions twice weekly at the hospital, Aima has opened a pop-up booth in the local Shi Mao shopping mall, where Western retailers like Gap sell their clothes to China’s emerging middle class. That is where Mr. Ning sat as the current intensified over a few minutes from a tingling level one to a gouging 10.
As the electricity reached its peak, Mr. Ning shook his fist proudly in the air, pursed his lips and looked slightly green. “By the time you get to 10, you really can’t even tell the difference between the pain of nine and 10,” says Mr. Ning, a thin-framed man with a buzz-cut and glasses. His wife, 28-year-old Gao Yingjing, observed from a distance, nodding her head in approval.
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