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But who are these women? Guest contribution by Teresa Montanero. Economics homework. Selling enough beers by the end of the night to make the monthly payment on her car. At 21 years of age, Tukta spends her days from morning to the afternoon in a classroom, studying the intricacies of business management. Never one to raise her hand and participate, she pours over her notebook, her long black hair falling over her eyes as she diligently takes notes.
After the end of her last class for the day, she pulls into the parking lot where she works, clutching a large, navy blue, polka-dotted tote bag. In this bag, Tukta has all the tools she needs to use in the hour she has to transform. Shuffling out of one of the two, cramped, smelly restaurant restroom stalls, Tukta has now replaced her university uniform with a tighter, more revealing, green one-piece dress.
She is followed by her coworker Bee, a slightly older woman, who also goes through the same transformation process to emerge from the one of the unisex restrooms in the red dress of a rival beer brand.
Together, the women work every night to promote the sale of their respective beers. They sell alcohol through the promise of pleasant, fleeting interactions with their youthful beauty.
Beer pretties and pretty culture. For Tukta and Bee, there is a clear reason for why they should work as beer pretties—there is a high demand for them. The average cost in was baht per drinker, with the estimated overall cost of alcohol consumption in Khon Kaen at around million baht. Relatively good pay and attractive networking opportunities are among the most popular reasons why one might seek employment as a promotional girl.