The one-minute viral film was released on Tuesday, featuring a Chinese couple having sex in the fitting room of a Beijing branch of the Japanese fashion retailer. Since its release, it’s been seen by millions of people on platforms such as WeChat and Weibo.

Uniqlo has gone on record condemning the act amidst rumors that the video is a publicity stunt for the chain.

We would like to remind the public to uphold social morality and use our fitting rooms in a correct and proper way. We also firmly deny some online allegations saying the video our publicity stunt."

Beijing police are currently investigating who made the film, and how it was uploaded online. Public reception towards the video has been warm with jokes circulating online, citizens taking selfies in front of the Sanlitun store, and even purchasing commemorative t-shirts being sold at online retailers Taobao Tmall.


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