Reuters
 
Beijing, Dec 21: Police in central China have scotched a wine maker's plans for a mass Christmas Eve ‘nude run’ which the company said was a public interest event to discourage the use of "excessive packaging" in the industry.

Jixiang Ruyi Tobacco and Alcohol Company offered 284 people 10,000 yuan (650 pounds) in cash and prizes to participate in a naked dash through Zhengzhou, capital of Henan province, the People's Daily reported on its website on Thursday.

The company's advertisement called for "auspicious" men and women under the age of 30 with "healthy bodies" and "regular features" to apply.

"The goal of this streaking event is to raise consumer awareness and declare war on the excessive packaging of 'baijiu' through the language of the body," the report quoted a manager surnamed Ma as saying.

"Baijiu" is a type of grain-based spirit popular in China, and often given as an elaborately packaged gift in the lead-up to Chinese New Year.

"The government has called for a sustainable society. Although there is no statute limiting packaging -- and this action may seem a bit much -- our focus is on the broad mass of consumers," Ma said.

Over 1,700 people had applied in four days, China Central Television (CCTV) reported on its website, the overwhelming majority of them men.

"We have already invited experts from the beauty industry to conduct physical checks on the applicants. Their mental condition must also be sound. According to the tests, there are only 30 or so that qualify," CCTV quoted a company official surnamed Cao, as saying.

Zhengzhou police rejected the company's application for a permit to hold the run.

"Public commercial events ... must meet moral standards," CCTV quoted a police official as saying. "Such mass streakings do not."