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

On July 30, Chinese local media Guangming Net reported that pacifiers are gaining popularity among adults as a stress-relief tool, with many online stores selling more than 2,000 units per month.

Tian Wei (27) recently revealed that she purchased a pacifier for the third time. Regarding the pacifier, which costs 198 yuan (about 38,000 won), she said, "When work stress is severe, using it helps me regain a sense of security from my childhood."

If you hold it when stressed
you regain the sense of security from infancy

Adult pacifier
ranging from 1,900 to 96,000 KRW

Concerns about oral health with long-term use
Many products have unverified materials, so be cautiousPhoto by Pixabay

Guangming Net stated, "If you search for 'adult soothing pacifier' on online shopping platforms, you'll find products ranging from 10 to 500 yuan (about 1,900 to 96,000 won) in various price ranges," and added, "There are also malls where monthly sales exceed 2,000 units."

The stress-relief toy market in China is growing at a remarkable pace. According to the "2025 Stress Relief Toy Category Insight Report," the global market size last year reached $5.52 billion (about 7.6325 trillion won). The Chinese market grew by 15% year-on-year, surpassing 20 billion yuan (about 3.3524 trillion won). Guangming Net pointed out that the recent popularity of Labubu is also related to stress relief among adults. Data released by Pop Mart showed that emotional consumption is high, especially among adults. The interpretation is that consumers are not simply buying toys, but are seeking comfort and emotional stability through Labubu purchases. In the same context, adult pacifiers are forming a new consumer market in China.

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

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

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

There are also growing concerns as many products do not specify their materials. A review of platforms showed that 30% of products did not indicate specific materials. Products priced below 15 yuan (about 2,800 won) used industrial silicone. Citing psychology experts, Guangming Net reported, "True emotional stability should be built on the courage to face reality and solve problems."