It could be an eye-opening experience as the Hooters restaurant chain opens its first outlet amid the conservative, almost prudish society of China.

Hooters has a racy reputation for its combination of cold beer, chicken wings and scantily-clad waitresses. The company calls its image "delightfully tacky, yet unrefined." The first restaurant in China opens today in Shanghai, marking another milestone in the city's rise as the country's commercial hub.

Hooters presence underscores how China's economic vitality is challenging conservative, male-dominated views about sexuality and prudish communist morality.

Hooters' investors are betting that changing attitudes will take the "Hooters Girls" in stride. The restaurant is located in a foreigner-friendly area of Shanghai.

The chain is not alone in China. Kentucky Fried Chicken, McDonald's and TGI Friday's are all there.