China's latest buzz: "Bee Bearding" [GALLERY]

A Chinese beekeeper and honey merchant She Ping has covered his semi-naked body in roughly 460,000 bees for a publicity stunt to boost sales.

In what is like the finest display of "bee bearding" the stunt was a display for a group of French photographers, who he believed could bring his business to the global stage.

"To be honest I felt very nervous, but I do it to promote my honey," She told AFP news.

"I'm used to dealing with bees... and started these activities when I was about 22," he added.

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[caption id="attachment_45411" align="alignnone" width="490"]Photograph: Reuters/China Daily Photograph: Reuters/China Daily[/caption]

 

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[caption id="attachment_45413" align="alignnone" width="490"] Photograph: Reuters/China Daily[/caption]

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Cover image courtesy to AFP/Getty Images