Durex launches 'sexual well-being' themed start-up accelerator in Beijing

Durex recently encouraged couples to disconnect from their smartphones and reconnect in the bedroom, but that hasn't stopped the company looking to technology to help people have better sex.

The condom maker has teamed up with start-up accelerator Beijing Tech Hive to look for promising innovations that could help spice up people's sex lives.

They will jointly hold its first event geared around the theme of 'sexual well-being' to empower start-up virgins and experienced entrepreneurs alike.

The sexually creative will get to bounce their ideas off experts in the field and get support on how to turn them into successful business in an intense 54-hour event between April 24 and 26, according to Durex.

The top five ideas will be chosen and form working groups for a weekend that will climax in a demo night where the groups will present a fully formed product or service concept to an expert panel.

The winning ideas may also get to penetrate Durex’s database of 5 million customers in China and take advantage of the company's massive marketing resources to grow their start-ups, the website said. They may even receive investments from Durex or other investors at the event.

To help those who are interested be familiarised with the event, the organisers would be holding a series of “foreplay” sessions before the main event.

Beijing Tech Hive is a well-known start-up accelerator in the capital, with investments coming from top-tier venture capital funds including Blue Run Ventures, Innovation Works, and GSR Ventures.

Last month, Durex launched an online campaign urging couples to spend more time on each other than their devices, following a spoof announcement that it would launch a new smartphone technology to improve people’s sex lives.