By Wang Ru (China Daily)
Updated: 2008-06-17 10:44

Wen Jingfeng, founder of the first adult products' store on the Chinese mainland, witnessed tremendous changes of social attitude toward sex in the past 15 years.

Fifty-year-old Wen Jingfeng has been interviewed many times by Chinese and foreign media. However, the Beijinger still feels self-conscious posing for pictures. But, he is completely relaxed talking about his shop: Beijing Adam & Eve Health Center - the first adult shop in the Chinese mainland, which he founded in 1993.

Located on East Fuchengmen Road in Beijing's Xicheng district, the small 20 sq m shop sells contraceptives, pregnancy tests, aphrodisiacs and sex toys.

Inside the shop, the adult products are displayed in showcases. Two sales women dressed in white gowns are polite, but leave customers to choose products on their own.

In the 1990s, Wen's shop was described as "a symbol of China's opening and reforms". He was considered more of a celebrity than a businessman.

Recently, he published Forbidden Fruit 1993, My sex shop and I, narrating his interesting experiences over the past decade-and-a-half.

"I will keep on doing the business, and hopefully, develop Adam & Eve into a famous and longstanding brand," says Wen.

In the 1980s, when China was going through profound economic reforms, Wen quit his job at a governmental institute to start his own business. Full of ideas, the young man opened various shops - including one for weight-loss and left-handed products - but none succeeded.

One evening in 1991, when he was watching a French film, to his surprise, a "sex shop" logo appeared in the backdrop. Wen was confused, "What can a 'sex shop' sell?"

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