Like American men, Chinese men are indulging themselves in spa treatments:

"In addition to general services, it offers acupuncture and cupping treatment - in which vaccuum cups are used to suck out toxins - to ease symptoms of sub-health (a condition between health and illness), which are supposed to be specifically suitable for men.

"Because many successful men indulge in bad habits such as staying up all night, smoking and drinking, and are under heavy pressure in modern society, they need comprehensive and essential treatment to enhance their physical conditions," says Mei Zi, the professional acupuncturist at Yiren Lishe.

According to traditional Chinese medicine, the skin, hair and overall condition of a person mirrors the inner body, so "complete beauty treatment should focus on the inner body," says Mei.

Sun points out that men need more than just good looks - they want to be vigorous and energetic."