About 100 domestic and foreign companies that deal in sex-related products are taking part in the erotic expo, which was set up to develop the industry in China, a country that is already the biggest producer of such devices.
While china is also the biggest buyer of sex aids in the world, the country's conservative attitude toward sex means sales on a per capita basis still have large room for growth.
Last year's fair attracted more than 20,000 visitors including 2,000 industry insiders. More than 7,000 people took in opening yesterday, leading organizers to predict the number of visitors this year will jump 30 to 40 percent from last year.
Germany's venus International Fachmesse was brought in to help the China International Exhibition Center Group Corporation organize this year's event.
According to the China Sex Health Commission, sales of sex products in China exceeded 100 billion yuan (US$12.33 billion) in 2003, a number that is expected to grow by 30 percent annually.
"I visited last year's fair and will participate this year. I am very surprised that many people expressed interest in our products and some 2,000 brochures were distributed (yesterday)," said Oliver Redschlag of Joy-division, a German manufacturer.