Australian Lee Carmichael stands out from the standard fare of promotional models at this weekend's Tokyo Game Show because, unlike 95 percent of those hired to attract attention, Carmichael is a man.

"That's one thing I've noticed," Carmichael says during a brief chat on the show floor in Makurahari Messe on Friday afternoon. "I've seen like maybe one other guy. In that sense, we're getting a lot of attention. We stand out."

Female models are a near-constant presence at shows like these, but it's fairly rare to see men in the same roles. During Tokyo Game Show, Carmichael is stationed in the ZZYZX booth to promote the game Brave Lagoon Re:Act. His outfit is a quasi-gladiator getup that leaves him mostly shirtless. The booth, which includes 50-year-old Rene Verburg of Holland and female model Kelly Nishimura, draws its fair share of attention.