The shameless trend of having women wear bikinis while they freeze in the snow is now officially becoming a marketing tradition for ski resort operators in China.

Following last winter’s exploitative display of women in skimpy swimsuits in the open cold, another ski resort in Changchun, Jilin Province has been promoting their business in a similar manner way ahead of the skiing season.

The Lianhua Mountain Ski Resort reportedly hired sexy bikini girls to pose on the mountain to promote the venue, NetEase reported (via Shanghaiist). The girls are seen holding beverage cans as the shiver in the cold. Hopefully the drink will at least keep them warm.

Similar stunts have been done in recent years with ski resorts hiring women to pose, ski while in bikinis, and even have them participate in beauty pageants wearing only their bikinis. 

Admiring the dramatic mountain landscape from atop the ski lift, feeling the cold air nipping at your cheeks, experiencing the rush of adrenaline as you carve the snow – there’s nothing quite like a day on the slopes. And while the mountain conditions are a top priority, these ski vacation spots also boast charming towns and lively après-ski scenes to explore. Considering factors like resort variety, natural beauty, annual snowfall and overall atmosphere, U.S. News ranked the world’s best ski vacations. Wondering where to go? Take a peek at the destinations listed below, and don’t forget to vote for your favorites to have a say in next year’s list. To make it easier, here you can read about Everything You Need to Know About Girdwood, Alaska and Skiing. 

One thing different about this resort’s strategy is that they also seem to have the men join in the “fun” by letting them ski with their shirts off.