Covergirl Michelle goes for maxim-um exposure

Former Miss Hong Kong Michelle Reis hits the newsstands today as cover girl for the inaugural Hong Kong edition of men's mag Maxim (put out by SCMP Magazines Publishing).

The actress exposes her saucy side in some very sexy shots by celebrity snapper Wing Shya. It's all done very tastefully, of course. Says Michelle: 'Sexiness transcends gender, measurements and the amount of clothes. It is about thinking sexy by oneself and projecting that energy to others.'

Hong Kong would seem to be a perfect market for Maxim, billed as the world's number-one selling men's magazine with a global circulation of 4 million. After all, the city is known for having an abundance of single men with too much cash and too little time for relationships.

Maxim's formula of cars, girls and gadgets 'defines a very special time in a guy's life', or so says Angie Wong, of SCMP Consumer Magazines.

'This is the time when everything - career, relationships, partying - all comes together. It's a time when a man knows what he wants, and has the cash to make it happen,' says Angie.

Maxim is also planning to launch on the mainland, Thailand, Singapore and Malaysia.