A Chinese beekeeper has taken extreme marketing to a new level.
She Ping, 34, covered his semi-naked body with about 460,000 bees weighing 100 pounds as a publicity stunt to sell more of his honey.
She, who lives in the central mega-city of Chongqing, was stung more than 20 times during the performance.
"I first did this at 22, just for fun and out of curiosity. Later on, I would put on the bees just for the sake of making people believe I sell actual real honey," he was quoted by the Chongqing Evening Post as saying this week.
"The last time I did this, I put on a total of 15 beehives on my body, but today I'm breaking my own record (with 28).”
She’s wife and five fellow beekeepers assisted in the stunt known as “bee bearding.”
It’s not clear if She’s honey sales have increased as a result of the potentially deadly act.
As impressive as it might be, She’s bee suit falls short of the world record, which is held by Indian Vipin Seth.
In 2009, Seth was coated with 613,500 bees weighing more than 136 pounds, according to Guinness World Records' official video channel.