One of China’s biggest growth markets: condoms

China is the fourth largest condom maker in the world, and yet Chinese people don’t tend to use the condoms—at least not until recently. China’s condom market will grow by nearly 60% in the next five years, according to Bloomberg, which cites research by Global Industry Analysts. That could spell big profits for foreign condom makers, particularly the Jissbon and Durex and others famous condom brands.

So what’s changing? Talking about sex in public has long been taboo in China, so much so that sex education is seldom taught in schools. Even though a rapidly rising percentage of Chinese youth are having premarital sex, 90% of them know little or nothing about contraception, as a 2013 study found.