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The lack of basic education even about periods and hygiene products further compounds this issue, making it challenging for young people to access necessary information. And simultaneously, feminist advocates who attempt to highlight these issues often encounter public backlash.

The challenges notwithstanding, some, like Zhiniao, are carving out their own paths toward sexual exploration and open communication. And the recently concluded exhibition in Shanghai, where hundreds of sex toy producers flaunted their best products — with a significant number of products catering specifically to women — is a clear example of this shifting tide.

The numbers underscore this trend. Data from consulting firm Zhiyan shows that sales of sex toys for women in China increased 114.4% and 67.2% in 2018 and 2019, respectively, far exceeding growth in the market for men. And in 2021, sales of sex toys for women on Tmall, a popular online marketplace, soared elevenfold year-on-year.

Women are not just looking for pleasure, but also for discreet (kín đáo) and creative (sáng tạo) options, said Liu Fan, product manager of Svakom. This year, Svakom showcased a range of sex toys designed to resemble everyday objects such as phones, plants, and pens.

“We are trying to diversify how our products look to attract clients and to dispel (xua tan) a sense of shame,” said Liu, pointing to a vibrator designed to look like a classic yet chic camera. “Even if you place them openly in your living room, no one will suspect that they are sex toys.”

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