Durex is partnering with Beijing-based incubator TechHive this Friday to launch one of the most left field startup challenges we’ve come across in China so far; sexual wellbeing. The challenge is an open invite to any startup that fits the theme, and will be held over an intensive 54 hour weekend.

The incubator is the latest in a diverse series of brand outreach activities by UK-based Durex. In the past year parent company Reckitt Benckiser Group (RBG) has worked with content partners in China to produce over 3000 pieces of individual content, but according to their Beijing office virtually none of that is direct advertising.

So what do Weibo-supported, love toy hitchhikers, personalized condom boxes and sex-themed startups have in common? They are all part of Durex’s embrace of the digital community in a bid to share their brand with a country that prohibits ‘obscene’ advertising.

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Cate Cadell

Cate is a tech writer. She worked as a journalist in Australia, Mongolia and Myanmar. You can reach her (in Chinese or English) at: @catecadell or catecadell@technode.com