Along the streets of Beijing, flyers advertising newly built gyms are passed into everyone's hands.
With prices ranging from 1,000 RMB to 19,000 RMB a year, salespeople are ready to explain the advantages of their gym's membership card over the competition.
Exercise isn't traditionally part of Chinese culture, barring some aunties square-dancing in the park and a few tai chi practitioners on the sidelines. But that's changing now, with the hashtag #MajiaXian going viral on Weibo, China's Twitter.
Because the outline of well-toned abdominal muscles looks like a vest, Chinese call abs "majia" -- or "vest" -- and "xian" -- or "lines," and this year they have become the goal of many women's pre-summer workouts.
After seeing people around her with six-packs, fashion designer Liang Yuan started to work out with the goal of well-defined abs.
She bought a gym membership as a birthday gift for herself. Friends and family members have started to call her a "fitness monster" because she goes to the gym twice a day, seven days in a row.
"I have done something I didn't even dare to dream in the past, and now I achieved something I thought I was unable to do."
"I want to challenge myself," she added.
Women in China have long associated being beautiful with being skinny, but a desire to be thin is often taken to the extreme, with detrimental effect on health and self-esteem -- a situation not unique to China.