'Pacifiers' Create a Buzz Among Office Workers: "Great for Relieving Stress"

Pacifiers Emerge as a New Consumer Trend on Online Shopping Malls
Gaining Popularity as a Stress Reliever
Prices Range from 1,900 Won to 96,000 Won

Adult pacifiers (also known as artificial nipples or soothers) are emerging as a new consumer trend on Chinese online shopping malls.

On July 30, Chinese local media outlet Guangmingwang reported that pacifiers are becoming popular among adults as a means of relieving stress, with many online stores selling more than 2,000 units per month.

Pacifiers for stress relief among adults are becoming popular, with many online shopping malls reportedly selling over 2,000 units per month. Getty Images

Pacifiers rapidly gaining popularity as stress relievers

Chen Wei (27) recently revealed that she has purchased a pacifier for the third time. Regarding a pacifier costing 198 yuan (approximately 38,000 won), she said, "When workplace stress becomes overwhelming, using the pacifier helps me regain the sense of security I felt as a baby."

Pacifier. Photo provided to aid understanding of the article and is unrelated to the content. Pixabay.

Guangmingwang stated, "If you search for 'adult soothing pacifier' on online shopping platforms, you will find products ranging from 10 yuan to 500 yuan (approximately 1,900 won to 96,000 won) in various price ranges," and added, "There are stores with monthly sales exceeding 2,000 units."

The stress relief toy market in China is growing at a remarkable rate. According to the '2025 Stress Relief Toy Category Insight Report,' the global market size last year reached $5.52 billion (approximately 7.6325 trillion won). The Chinese market grew by 15% year-on-year, surpassing 20 billion yuan (approximately 3.3524 trillion won). Guangmingwang pointed out that the recent popularity of Labubu is also related to stress relief among adults. Data released by Pop Mart shows that emotional consumption is high, especially among adults. It is interpreted that people are not simply buying toys, but rather finding mental comfort and reassurance through purchasing Labubu. In the same context, adult pacifiers are forming a new consumer market in China.

A search for 'Adult Soothing Nipple' on Baidu. Baidu

On Chinese social networking services (SNS), videos related to this topic have exceeded 200 million views. The number of people who have read related posts has surpassed 51.53 million. Netizens are sharing reviews such as "I succeeded in quitting smoking," "I overcame binge eating," and "I succeeded in dieting."

Many unverified products... Concerns over oral health with long-term use

Websites selling adult pacifiers promote them as 'anxiety relief,' 'smoking cessation aid,' and 'sleep improvement.' However, experts are warning of health risks. Dr. Tang Chaomin, a medical doctor at Sichuan University West China School of Stomatology, said in an interview with Guangmingwang, "Long-term use of pacifiers can cause temporomandibular joint disorders," and pointed out, "Promoting pacifiers as a way to prevent teeth grinding is extremely irresponsible."

There are also growing concerns as the materials used in these products are often unverified. A review of the platforms shows that 30% of products do not specify their materials. Products priced below 15 yuan (approximately 2,800 won) use industrial silicone. Citing psychological experts, Guangmingwang reported, "True emotional stability must be built on the courage to face reality and solve problems."