A booth model fixes her makeup at the 2013 ChinaJoy gaming conference on July 25, 2013 in Shanghai. The young woman explained she was still feeling under the weather after coming down with a cold two days before. Photo: Yang Hui/GT

 

A booth model sneezes into a tissue at the 2013 ChinaJoy gaming expo on July 25 in Shanghai. The young woman, who describes herself as a semi-professional model, explained she reported for work despite coming down with a cold two days before the exhibition began on July 25. Photo: Yang Hui/GT

 

A cosplay model surnamed Gu (pictured laying down), a student from a Shanghai college, recovers from mild sunstroke as fellow models accompany her at the 2013 ChinaJoy gaming expo in Shanghai on July 25. Gu, like most cosplay models at the four-day conference, wore heavy wigs and costumes as outside temperatures reached 40 degrees Celsius. Most models worked at least from 9 am to 4:30 pm daily. Photo: Yang Hui/GT

 

A cosplay model surnamed Gu, a student from a Shanghai-area college, rests after suffering from mild sunstroke while working the 2013 ChinaJoy gaming conference on July 25 in Shanghai. Gu, like most cosplay models at the four-day conference, wore heavy wigs and costumes as outside temperatures reached 40 C. Photo: Yang Hui/GT

 

A cosplay model has a quick lunch break while working the 2013 ChinaJoy gaming conference at the Shanghai New International Expo Centre on July 25. Photo: Yang Hui/GT

 

A group of models at the 2013 ChinaJoy gaming expo grab a box lunch break between performances on July 25 in Shanghai. Photo: Yang Hui/GT

 

A barefoot cosplayer thumbs her smartphone at the 2013 ChinaJoy gaming conference on July 25 in Shanghai. Photo: Yang Hui/GT

 

A cosplayer in heavy costume fans herself with a tissue at the 2013 ChinaJoy gaming conference in Shanghai on July 25. Attendees complained of poor air conditioning at the Shanghai New International Expo Centre as outside temperatures reached nearly 40 C. Photo: Yang Hui/GT

 

A booth model at the 2013 ChinaJoy gaming expo massages her shoulder backstage on July 25 in Shanghai. The four-day festival was open daily from 9 am to 4:30 pm and saw models on their feet most of the day. Photo: Yang Hui/GT

 

A model at the 2013 ChinaJoy gaming expo peeks in a backstage storage room on July 25 in Shanghai. Photo: Yang Hui/GT

 

A model at 2013 ChinaJoy lounges in a soft chair on July 25 in Shanghai. Photo: Yang Hui/GT

 

A cosplayer sits at a booth at the 2013 ChinaJoy gaming conference on July 25 in Shanghai. Models at the 11th annual China Digital Entertainment Expo and Conference, known as ChinaJoy, were on their feet from 9 am to 4:30 pm during the four-day conference. Photo: Yang Hui/GT

 

Four cosplay models take a rest at the 2013 ChinaJoy gaming expo in Shanghai on July 25. Hundreds of models in similarly elaborate costumes were seen at the four-day event. Photo: Yang Hui/GT

 

A cosplay model takes a smartphone break at the 2013 ChinaJoy exhibition in Shanghai on July 25. Photo: Yang Hui/GT

 

A group of models rest offstage at the 2013 ChinaJoy gaming expo on July 25 in Shanghai. Scantily-clad models and booth companions are arguably the largest attraction at the annual China Digital Entertainment Expo and Conference, known as ChinaJoy, which was held from July 25 to 28. Photo: Yang Hui/GT

 

Models and employees at the 2013 ChinaJoy gaming conference in Shanghai take a break backstage on July 25. Many in attendance complained of poor air conditioning at the Shanghai New International Expo Centre as outside temperatures reached nearly 40 C. Photo: Yang Hui/GT

 

A model at the 2013 ChinaJoy gaming expo poses for a photo with a visitor on July 25 in Shanghai. The four-day conference reportedly attracted a total 200,000 visitors. Photo: Yang Hui/GT

 

A crowd of visitors scramble as a model throws free t-shirts during a promotion at the 2013 ChinaJoy gaming conference on July 25 in Shanghai. Despite an official ban on gaming consoles in China, the 2013 China Digital Entertainment Expo and Conference, known as ChinaJoy, is reportedly the largest gaming convention in Asia. Photo: Yang Hui/GT

 

Visitors at 2013 ChinaJoy take photos of a cosplay model on a stage at a gaming company booth on July 25 in Shanghai. Photo: Yang Hui/GT

 

Visitors sit on the floor of the 2013 ChinaJoy exhibition area on July 25 in Shanghai. According to official estimates, over 200,000 people attended the four-day event, which ended on July 28. Photo: Yang Hui/GT

 

Visitors snap photos of showgirls during a performance at a gaming booth at the 2013 ChinaJoy on July 25 in Shanghai. Photo: Yang Hui/GT

 

A 2013 ChinaJoy visitor enjoys the view during a performance at a booth on July 25 in Shanghai. A reported total 200,000 people attended the 2013 China Digital Entertainment Expo and Conference, known as ChinaJoy, the majority of which were male. Photo: Yang Hui/GT

 

A cosplay model at the 2013 ChinaJoy gaming conference in Shanghai poses for photos on July 25. Photo: Yang Hui/GT

 

A model at the 2013 ChinaJoy gaming exhibition manages a smile for the camera despite the heat on July 25 in Shanghai. The 2013 China Digital Entertainment Expo and Conference, known as ChinaJoy, is reportedly the largest gaming convention in Asia. Photo: Yang Hui/GT

 

A cosplay model from East China's Jiangxi Province carries her mobile phone in her shorts while on the job at the 2013 ChinaJoy gaming expo on July 25 in Shanghai. The tight-fitting and elaborate costumes often have no pockets, something brought to the attention of netizens in 2010 when a cosplay model was dubbed "Breast Phone Girl" for carrying her mobile phone in her blouse. Photo: Yang Hui/GT

 

Two cosplay models perform at the 2013 ChinaJoy gaming conference on July 25 in Shanghai. Many models are college students and are paid between 800 to 2500 yuan a day, half of which reportedly goes to talent agency fees. Photo: Yang Hui/GT

 

A cosplay model freshens her makeup while on stage during the 2013 ChinaJoy gaming convention July 25 in Shanghai. Photo: Yang Hui/GT

 

Three models walk the floor to attract visitors to their booths at the 2013 ChinaJoy gaming conference on July 25 in Shanghai. Photo: Yang Hui/G

 

Two cosplay models pose for photos during the 2013 ChinaJoy gaming conference in Shanghai on July 25. According to Sina Tech, cosplay models earned up to 1500 yuan ($245) a day, half of which go to talent agency fees. Photo: Yang Hui/GT

 

Three show models walk outside the Shanghai New International Expo Centre during the 2013 ChinaJoy digital gaming exhibition as temperatures reached 40 C on July 25. The 2013 China Digital Entertainment Expo and Conference, known as ChinaJoy, is reportedly the largest gaming convention in Asia. This year’s conference was held from July 25 to 28. Photo: Yang Hui/GT