Gendered Economy: Sociality and the Lesbian Consumer Market in China1

The gay consumer market is often treated as a homogeneous entity, and Anglophone scholarship has given scant attention to lesbian consumers. This paper examines gendered distinctions within the Chinese gay market by asking how the lesbian consumer market is organized differently from its gay male counterpart and why some types of businesses thriving in the gay male market are likely to fail in the lesbian market. Based on interviews with entrepreneurs and business professionals, supplemented with ethnographic and media data, this study indicates that certain types of commerce existing in the gay male consumer market do not dovetail with lesbians' preferred ways of socializing associated with women's risk perception. Unlike previous scholarship that simply characterized the lesbian market as “underdeveloped,” this research demonstrates that opportunities for the lesbian and gay male markets exist in different types of trade and business. Although the concept of the pink economy is theoretically grounded in sexual orientation, China's pink market demonstrates how gender plays a key role in shaping the lesbian consumer market.