Shifting Attitudes in China

In a land where discussing sex is often a cultural taboo, China is undergoing a remarkable transformation in attitudes towards intimacy. Despite strict censorship on porn and discussions surrounding LGBTQ+ lifestyles, the country has become the global leader in sex toy manufacturing, exporting a staggering 70% of all sexual wellness products.

The Rise of a Domestic Market

Over the last decade, Chinese consumers have awakened to this booming industry. Sales of sex toys aimed at women have surged nearly threefold, potentially reaching an incredible US$11 billion this year—almost rivaling the U.S. market. This growth is largely fueled by the ease of online shopping, allowing discreet purchases without the awkwardness of in-person visits.

Breaking the Silence

24-year-old Lily Zeng, raised in a conservative northern Chinese household where sex was rarely discussed, epitomizes the changing landscape. "I remember the days when condoms were something to be ashamed of, wrapped in black bags,” she reveals. Now, discussions about sex and toy usage proliferate on social media, reflecting a generational shift.

A Sociological Perspective

Sociologist Li Yinhe highlights the progress in openly discussing female desire and sexuality. "Once deemed shameful, attitudes toward women’s autonomy and pleasure are evolving. Young women are now embracing concepts of independence and equality," she observes.

Navigating Changing Demographics

As China faces a demographic crisis, with declining birth rates for three consecutive years, societal pressures may shift back towards traditional roles emphasizing marriage and family. Yet, younger women like 29-year-old Bonny Zheng celebrate the growing acceptance of sexual wellness products.

From Stigma to Style

Osuga, a leading brand in sleek, pastel-colored vibrators, exemplifies this change. Unlike China’s first sex shop, which opened in 1993 with a focus on contraceptives and shamed intimacy, Osuga creates a welcoming environment that champions pleasure and self-personalization.

A New Era of Shopping

The bright, inviting design of Osuga’s first physical store in Shijiazhuang blurs the lines between a wellness shop and a conventional retail space. Customers like Zheng now view shopping for vibrators as casually as purchasing clothes or cosmetics, underscoring a massive societal shift.

Embracing Equality

Reflecting on her journey, Zheng states, "I used to ask for discreet shipping, but now I buy without a second thought. There’s no shame in enjoying yourself." This sentiment underscores a broader acceptance, where women stand confidently alongside men in embracing their sexual wellness.