(ECNS) -- Adult pacifiers have seen booming sales across multiple shopping platforms in China as adults stressed by work and life turn to them for relief from anxiety.
Liang (pseudonym) who worked in Shenzhen, Guangdong Province, had long relied on chewing gum or biting straws to cope with anxiety. Two years ago, after finishing an entire pack of gum in one sitting, Liang grew concerned about jaw strain and looked for an alternative. She then bought a pacifier from an e-commerce site.
"It works well for me. I use it while writing to help improve my focus," Liang said.
Wei Lin (pseudonym), 25, who lives in Shandong, is also a regular user.
In April, she watched a video online in which a mom gave her child a pacifier, which instantly piqued her interest. She then asked for advice on social media, where many commenters encouraged her to try it.
Wei has used the pacifier five or six times. "Sometimes I feel inexplicably irritable, even lose sleep, and eating doesn't help. Using the pacifier in those moments really makes me calm down," she said.
On the Chinese e-commerce platform Taobao, adult pacifiers have sold well and even on the platform's trending search list. These products come in various colors and typically range in price from 10 to 80 yuan ($1.4 to $11.1). One store has been selling adult pacifiers for seven years, with annual sales reaching 6,000 units.
Made from food-grade silicone, the pacifiers offer a soft chewing experience. Since adults tend to bite with greater force than infants, the pacifiers usually need to be replaced every two to three months.
Some merchants say customers buy adult pacifiers for a range of reasons, including stress relief, weight management, and smoking cessation.
"I was surprised by the hot sales of adult pacifiers. I thought it was a niche behavior for adults to buy pacifiers," Wei said. In the comment area of e-commerce platforms, she found many buyers who felt the same way
Ju Fei, an associate professor specialized in psychology at Tongji University, pointed out that using a pacifier is essentially similar to smoking, chewing gum, or thumb-sucking — all are oral behaviors people use to relieve tension and anxiety.
However, Ju warned, if such behaviors become excessive or abnormal to the point of causing pathological symptoms, psychological intervention may be necessary.
"I believe everyone has the right to choose and purchase any product they prefer, whether it's clothing, accessories, or pacifiers. What matters most is that it brings satisfaction to the buyer," Liang said.
In recent years, toys and products designed specifically for adults have grown in popularity. According to a report by The Paper, the global market for stress-relief toys reached $5.52 billion in 2024, while China's market exceeded 20 billion yuan.
(By Zhang Dongfang)
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