Two women take a selfie outside the Uniqlo store in Beijing on Wednesday, July 15. The store has gained notoriety after a viral sex video was shot inside.

Story highlights

Viral video shows couple having sex in what appears to be a Uniqlo store fitting room

Beijing police said they received complaints about the video and would investigate

Uniqlo: "We would like to remind all customers to abide by society's moral standard"

Beijing CNN  — 

The “hottest” shopping destination in Beijing is putting one of the world’s most popular clothing chains in the hot seat.

In a viral smartphone video posted Tuesday, a young Chinese couple can be seen having passionate sex in what appears to be a Uniqlo store fitting room.

A bespectacled man, dressed in black from head to toe, is heard telling a naked woman to kiss him as he tapes their steamy session in the mirror.

“Call me husband” and “say we’ll be together” were a few of other phrases he uttered to her ear as piped music played in the background.

Then, toward the end of the video, another female voice – over an intercom:

“Dear customers, welcome to the Uniqlo store at Sanlitun. There are no fitting rooms on the first floor. Please proceed to the second and third floor if you need to try clothes on.”

The footage went viral overnight, attracting millions of views and thousands of comments. By midday Wednesday, however, most posts containing the clip had been taken down.

Beijing police announced online that they had received complaints about the video and would investigate the case.

Uniqlo CEO: ‘We want to be number one’

Uniqlo: It wasn’t us

Uniqlo is one of the world’s biggest “fast-fashion” chains that has been quickly expanding its presence in the Chinese market.

Its three-story flagship store at Sanlitun, one of the trendiest retail and entertainment districts in Beijing, teems with shoppers throughout the day.

Some Chinese Internet users speculated the footage was a marketing ploy by Uniqlo, prompting the Japan-based company to issue a statement denying any involvement.

“As a responsible international brand, Uniqlo is dedicated to providing consumers with safe, comfortable and quality shopping experiences and locations,” the company said. “We would like to remind all customers to abide by society’s moral standard… and properly and appropriately use our fitting rooms.”

Sex video attracts shoppers

But the video did more than just turn heads online. On Wednesday evening, a steady stream of visitors took selfies outside Uniqlo’s flagship store in Beijing, a glass modernist building decorated with the company’s red logo.

“I came here because of the clip,” said a young Chinese man, who asked not to be named while taking a photo of himself in front of the store.

All six of the customers CNN spoke with inside the store said they were browsing the aisles and looking for the infamous fitting room purely because of the sex video.

“I never heard of Uniqlo before the clip,” said a university student, shopping for printed T-shirts who asked only to be identified by his last name Zhang.

“It’s definitely a marketing strategy,” said a 17-year-old wearing a red bandana around his head who asked only to be named as Mike. He came to the shop for the first time with two female friends decked out in flamboyant, pop culture-infused outfits.

“We came here specifically to check out the fitting room,” said Melody Gao, an 18-year-old friend of Mike wearing hot-pink sunglasses, a front ponytail and an over-sized basketball jersey.

Guards with walkie-talkies stood outside the busy fitting rooms on the store’s second and third floors.

Asked about the sex video, an Uniqlo employee just smiled, shook his head in silence and then carried on folding men’s underwear.

Intern Evonne Liu contributed to this report.