Once a year, around mid summer, there is the China Digital Entertainment Expo and Conference (or more commonly known as China Joy).  All the major game companies in China and thousands of their fans gather in Shanghai for the 4-day event.  It is like the Electronic Entertainment Expo (or E3) in Los Angeles, but noisier and perhaps more entertaining as the game companies showcase their latest hits with models in game customs.

It is organised by General Administration of Press and Publication (GAPP), the government department for regulating online game. The above photo was taken in China Joy 2009, where models dressed up as characters in the online games for fans to take pictures.

More photos about China Joy:

1) The venue of China Joy

2) More models showcasing online games in China Joy