Apparently a new trend among the parents-to-be set is the Gender Reveal Party. Basically, it goes like this: the expectant mother has her 20-week ultrasound, and rather than asking the baby's sex, she asks the ultrasound tech to write the sex on a piece of paper and put it in an envelope. This envelope is given to a baker, who bakes a cake in either blue or pink to correspond with the sex of the baby, then frosts the cake in a gender-neutral color to hide the color of the cake. Then the parents-to-be host a big Gender Reveal Party for their family and friends, the culmination of which is the cutting of the cake and subsequent revelation of the baby's sex.
Side note: Being properly trained in undergraduate social sciences, I have to point out that there is a difference between sex and gender. Sex refers to a person's inborn male or female traits, which is what is revealed in an ultrasound. Gender refers to the perception of masculine or feminine, which are socially-constructed concepts that vary by culture. So, technically these parties are actually Sex Reveal parties, but I understand that such a term sounds creepy and inappropriate, and conjures up all kinds of unpleasant ideas. I get why they are called Gender Reveal parties, and the name itself is not what I have a problem with.
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