An adult novelty store for women has made its grand debut in a large shopping mall in Shenzhen, China, attracting much public curiosity and attention. According to experts, this reflects a significant step in China’s societal sexual liberation and acceptance, where women can openly acknowledge their sexual needs without shame.
In mid-July, Osuga, a women’s novelty brand, opened its first physical store in the Yifang City Shopping Center in the Baoan District of Shenzhen, becoming the first adult novelty store to be located in a shopping mall in the city.
Under traditional cultural norms, adult novelties have long been seen as mysterious and taboo. Stores selling these items are often hidden away, and their dim, secluded shopfronts have reinforced the stereotype that such products are something to be kept out of sight.
During a recent visit, reporters found the design of the Osuga store to be a breath of fresh air in the industry, challenging conventional views of such products and their sales channels. Like any other retail space, the shop is open and brightly lit, displaying a variety of women’s adult novelties, from toys to lingerie, and more.
The physical store has become a hot spot for young people to check in. Customers, mostly young men and women, come in a steady stream. Some browse alone, while others are young couples or groups of friends.
When faced with various customer inquiries, female staff members naturally explain the functions and practical operation of each product, using female organ models for demonstrations if needed. One female saleswoman unapologetically said, “I’ve used all the toys here,” confidently sharing her user experience.
Founded in 2019, Osuga is headquartered in Shenzhen and has primarily sold products via e-commerce in the past years. Last year, the brand began setting up pop-up stores in malls in Shenzhen and Shanghai, allowing for more direct contact with consumers.
One employee shared that the company received positive feedback from their two pop-up store trials, confirming consumer acceptance of women’s adult novelties being sold in shopping malls, which led to the decision to open their first physical store.
She mentioned that the company had multiple consultations with mall property management and relevant authorities during the preparatory process before receiving a business permit.
In an official Weibo post, Osuga wrote: “We want to create a space to destigmatize these products, a place where everyone can openly and frankly understand sex and toys… allowing more people to participate in ‘sexual’ topics, providing a possibility for better discussions in the future.”
Regarding the adult novelty store’s presence in the shopping mall, most of the surveyed public were accepting and believed that this open sales model allows for more scientific access to such information, playing a role in advocating for sexual liberation and tolerance.
Xiaoxiao, a 26-year-old who started using adult toys a few years ago, pointed out in an interview that the physical store attempts to guide the public to face the issue and enhance people’s awareness of women’s physiological needs. She said, “I think gender equality should also be emphasized in sexual relationships. This is a symbol of women’s awakening and the enhancement of women’s status in sexual relationships.”
Wei Zhizhong, Chief Expert of Yiwedu Xin Heart Psychological Consultation in Guangzhou, said that women’s sexual needs have always existed but were not widely acknowledged due to societal norms. Products satisfying women’s needs could only be purchased in hidden adult stores or anonymously online.
He analyzed that Osuga moving into shopping malls signifies that women’s consumption in terms of sex is becoming more genuine, openly expressing their needs. “Osuga’s approach has lifted the veil of mystery from women’s adult novelty stores, treating it as something normal, reflecting the degree of societal sexual liberation.”
A report on China’s adult novelty industry by iMedia Consultation in July last year showed a steady growth in the market over the past decade. As of 2022, the market size reached 168.53 billion yuan (RMB). Female consumers have gradually become the main force in the Chinese adult product market.
The Women’s Health White Paper published by the First Financial Business Data Center in 2021 showed that the consumption rate of female consumers has significantly exceeded that of male consumers in terms of growth and per capita consumption.
The data showed that over 70% of women have used or may try to use adult novelties in the future. More and more women no longer view adult novelties with strange eyes, but as a way to enhance sexual life or self-pleasure.
Liu Xin, a 29-year-old interviewee, said that all women have the right to explore their bodies and gain sexual experiences. “Now there are more and more single and independent women, and people are becoming more open about using adult novelties, so it’s natural that demand is increasing.”
Wei Zhizhong predicts that the rapid growth of women’s consumption in the adult novelty market is due to this being a huge incremental market. He explains that sex is a way of releasing stress. But compared to men, women have fewer emotional release methods and find it harder to satisfy these needs.
He said, “As societal pressures continue to increase and sexual views become more open, more women will choose to relieve their emotions through adult novelties, leading to an explosive growth in such demand.”