In recent times, the use of pacifiers by adults has become a new trend in mainland China, sparking discussions and making headlines across various platforms.
On August 21st, according to a report by The Paper, Liang Wanshan (pseudonym), who works in Shenzhen, had a long-standing habit of relieving anxiety by chewing gum or biting straws. Two years ago, when she realized she could consume a whole box of gum in a short period, she became concerned about the health of her jaw joints and sought a new way to de-stress. She then searched and purchased an adult pacifier on an e-commerce platform. She mentioned, “The experience with the pacifier is quite good, I use it to help improve my focus while writing.”
Adults like Liang Wanshan who purchase pacifiers are not a minority.
On platforms like Taobao, adult pacifiers have been selling hot, even making it to the top searches list. These pacifiers come in various colors, with prices typically ranging from 10 to 80 yuan. On JD.com, besides the regular styles, there are also “deluxe models” containing elements like Kuromi and Melody. Similarly, on Pinduoduo, one can find a variety of pacifiers specifically for adult use.
Wei Lin (pseudonym), a 25-year-old residing in Shandong, has used a pacifier five or six times so far. She mentioned, “Sometimes I feel inexplicably irritable, even suffering from insomnia, and eating does not help. At such times, using a pacifier does bring relief.”
One merchant stated that their store has been selling adult pacifiers for seven years, with an annual sales volume of 6000 units. The pacifiers are made of food-grade silicone, providing a soft texture for biting. Due to the stronger biting force of adults compared to infants, adult pacifiers usually need to be replaced every two to three months.
Merchants have indicated that consumers purchase adult pacifiers for various reasons, including stress relief, weight loss, and smoking cessation.
“I am surprised that adult pacifiers are selling so well. I initially thought it was a niche behavior for adults to buy pacifiers,” said Wei Lin. She discovered many consumers with similar experiences in the comment section of e-commerce platforms.
A similar trend of adults using toys is also gaining momentum. According to the 2025 Decompression Toy Category Insight Report released by Big Data Cross-Border, the global market size in 2024 was $5.52 billion, with the Chinese market surpassing 20 billion yuan.
In early August, the topic of adult pacifiers surged in popularity. On social media platforms, related videos had already exceeded 200 million views.
Some netizens have posted that habits like uncontrollable appetite, binge eating, and constant cravings might be related to unsatisfied infant “oral desire” during childhood.
Chen Wei, 27, has already purchased three adult pacifiers this month. She shared her experience on social platforms, saying, “When work stress is high, holding it makes me feel like I’m back in the safety of infancy.”
The adult pacifiers marketed as “stress relief aids sleep” are becoming a new consumer trend.
A search for “adult pacifiers” on e-commerce platforms reveals prices ranging from 10 to 500 yuan, with some stores selling over 7000 units per month. The product pages highlight effects such as “relieving anxiety,” “aiding smoking cessation,” and “improving sleep.”