The decision, issued early last month and effective from June 15, aims to beautify the city by banning stores and clothes producers from using mannequins, posters or any kind of display for the purpose of advertising underwear in the city.

An official from HCMC Department of Culture, Sports and Tourism said swimsuits were not subject to the decision because they were worn at beaches, in public, while underwear is not.

“No one wears only underwear in public places, and it runs counter to Vietnamese traditional custom,” the Phap Luat Ho Chi Minh City (Ho Chi Minh City Law) newspaper quoted local official Le Quang Vinh as saying last month.

But shoppers say it’s hard to tell underwear from swimsuits when looking into clothing store windows. Some swimsuits look even sexier than underwear, which according to the ban includes undershirts, underskirts and male shorts.

The decision, which also bans the display of diapers and sanitary napkins but excludes sleep wear, is only effective in HCMC.

Nguyen Thi Huynh Quoc Vinh, marketing manager of Triumph Company, a major lady’s underwear and accessories maker, said the decision would hurt business.

Vinh said it was silly that they were allowed to advertise anywhere in the country except for its commercial center.

“As Vietnam doesn’t allow underwear on the catwalk at fashion shows either, how can we promote our products?”

Other countries in Asia such as China, South Korea, Japan, Thailand, Singapore and the Philippines have no such ban.

Like most underwear producers that sell in Vietnam, Vera Company only knows about the new rule via media reports as the firm has not received any official notification of the ban from the HCMC government.

“We will obey the law but our sales will sink if we are not allowed to display and promote our products,” said Tang Thi Hang Tuyen, marketing officer of the company.

“Underwear and swimsuits are both clothes but only one is banned and the other allowed. Difficult to understand.”

Underwear-wearing mannequins are widespread at shops in HCMC and elsewhere in Vietnam.

Reported by Do Tuan