Due to the stricter dress code, many companies have reduced payments for showgirls, saying the models will not be that eye-catching this year.

Shao Xiaomeng, 25, who has appeared at the past three China Joy events, says this year's will be the least profitable for her.

"I am the leading model for Blizzard this time. Most leading models at previous shows were paid between 1,500 yuan ($241) and 1,800 yuan a day, with the higher-rated ones getting 2,000 yuan every day. But for this year's show, 1,500 yuan seems to be the ceiling," she said.

Given that revealing clothes are forbidden, models began preparing for this year's event earlier, with some considering plastic surgery.

Shao said: "It is not unusual for showgirls to have plastic surgery before the exhibition starts.

"This year, we have seen more hospitals placing advertisements aimed specifically at China Joy models. Some of them offer special prices to the girls if they come in a group."