Study Maps Out the World’s Best Cities for Kinks and Sexual Wellness

Conversations around sexual wellness are dominating the news, social media, and online forums. From beauty giant Sephora selling sexual wellness products, to the rise of audio erotica on platforms like Quinn, to HOWL’s mission of redefining pleasure across a sex education database (with partnerships with Feeld and Grindr), sexual wellness is on the tip of everyone’s tongues. With the global sexual wellness market predicted to reach $34.28 billion by 2032, this growing focus on embracing sexual pleasure in a safe, empowering way is reshaping attitudes for millions worldwide. 

With this in mind, Pleasure Chest, Australia’s creator of hundreds of sexual wellness products, set out to identify the world’s cities most invested in kink and sexual wellness. 

Analysing the world’s most populous cities, Pleasure Chest analysed the number of ‘sex toy’ searches per 10,000 residents, taking into consideration the translations of the phrase across the different countries. Alongside this, the study looked at searches for ‘BDSM’, sex toy market sales per capita, average sex toy market sales across the city, the number of sex-related events in each city, and the number of sex shops. These factors were combined into a ‘kink rank’ of the top global cities for sexual exploration and wellness.

Key Findings

• Los Angeles ranks as the kinkiest global city, with 115 sex shops and 65 upcoming sex events across the area, and its residents spending $31,206,042 per capita on sex toys. 

• Chicago, ranking second in the overall kink rank, is the world’s biggest buyer of sex toys, with its population spending $44,478,243 on the goods. 

• Milan offers the highest number of sex events around the world, with 857 events coming up across 2025. 

• Mexico’s Puebla and Guadalajara, ranking seventeenth and seventh respectively, are top of the list for ‘BDSM’ searches on Google. Both cities have a 193% YoY increase for the search term between 2024 and 2025.

• The team at Pleasure Chest, offers tips on how to get into the kink universe safely, and what newbies should be aware of.

Los Angeles tops the list of the world’s kinkiest cities

1. Los Angeles

Los Angeles tops the list of the world’s kinkiest cities, and it’s not hard to see why. With its diverse communities, vibrant nightlife, and strong ties to the entertainment and adult film industries, the city has long been a place where people can freely explore their desires. From leather bars in the 1980s to today’s sex-positive festivals, LA has built both the culture and the infrastructure for kink to thrive. 

Per 10,000 residents, the people of Los Angeles searched for ‘sex toys’ 147 times, and for ‘BDSM’ a huge 908 times. On top of this, the sex toy market here contributes over $31 million in sales per 10,000 residents. Add to that 65 upcoming sex-focused events and 115 dedicated shops, and it’s clear that LA isn’t simply curious about kink - it’s actively participating in a thriving sex scene.

2. Chicago

Chicago ranks second in the world’s kinkiest cities. The city’s long history of underground clubs, fetish events, and LGBTQ+ activism has helped build an open-minded environment where curiosity and exploration can flourish. Its central location also makes it a great gathering point for kink communities from across the US, fostering diversity in the vibrant scene.

Chicago’s Google searches set it apart from the rest of the world; per capita, Chicago residents searched ‘sex toys’ 209 times and ‘BDSM’ 1,293 times - ranking first out of all the global cities in this category. The sex toy market generates almost $44,500,000 in sales, and with 35 upcoming sex-centric events and 47 sex shops across the area, Chicago proves that its investment in pleasure runs deeper than jazz and deep-dish pizza. 

3. Milan

While Milan may be Italy’s fashion capital, it also has a thriving kink scene woven into its luxurious lifestyle, as demonstrated by its ranking as the third kinkiest global city. Known for its style, art, and nightlife, the city’s openness to creativity and self-expression lends itself further into the realm of sexual exploration. Interestingly, Milan’s kink scene is fueled more by in-person experiences than online interest, with a focus on events, gatherings, and the social aspects of sexual openness. 

Milan shows 78 ‘sex toy’ searches and 315 ‘BDSM’ searches per 10,000 residents; on top of this, sex toy sales amounted to over $5.7 million per capita, with an average market size of $18 million. However, what really stands out is the impressive 857 sex-focused events recorded, supported by 29 sex shops, suggesting that pleasure in Milan is just as much about connection as it is about products. 

4. New York City

As the third US city to make the top five kinkiest global cities, New York City’s kink scene is as layered and diverse as the city itself. From underground clubs in Brooklyn to high-end fetish parties in Manhattan, the city offers something for every level of curiosity.

With 67 ‘sex toy’ searches and 415 ‘BDSM’ searches per 10,000 residents, its search numbers are not quite as high as the other US cities on the list. However, its huge population and thriving nightlife give its kink community a unique and vibrant twist, especially with its 146 upcoming sex events and 84 sex shops across the city for residents to explore. 

5. Marseille

Home to France’s oldest leather BDSM club, Le Mineshaft (established in 1967), Marseille is iconic for being a cornerstone for leather, fetish, and BDSM culture in the country. Blending France’s famously open attitudes towards pleasure with the city’s character, residents thrive in intimate venues, vibrant festivals, and a tight-knit community. 

Marseille’s data shows 259 searches for ‘sex toy’ and 1,174 searches for ‘BDSM’ per 10,000 residents, ranking third and second, respectively, for these data points. Sex toy sales total over $11 million per 10,000 residents, ranking fourth in the overall study. The city also hosts 96 sex events, but only has 13 dedicated sex shops, suggesting a kink scene that leans more towards communal gatherings and cultural events. 

Milan dominates global rankings for sex events

Milan ranks first in the number of sex events, with an impressive 857 upcoming gatherings recorded. This is almost double the next city on the list, Paris, with 461 events, reflecting its reputation for romance and openness to sexual expression. Montreal ranks third with 398 events, which is a strong showing for a city with a far smaller population. 

Rome and Amsterdam round out the top five with 253 and 217 events, respectively, both well-established destinations for tourism and pleasure. This suggests that sexual events often thrive in cities that also draw large numbers of international visitors. 

Puebla takes the lead in the global BDSM scene

Mexico takes the top two spots for YoY increase in global interest for BDSM searches, with Puebla and Guadalajara both having a 193% jump from 2024 to 2025. This suggests either an increased openness in online exploration or a rapid cultural shift in the topic; ultimately, such a sharp rise indicates not just steady growth but a potential mainstreaming of kink-related curiosity throughout Mexico. 

Prague comes in third with a 46% increase, a significant jump considering the Czech Republic’s already established reputation for sexual openness. Oslo follows in fourth with a 35% YoY rise, and İzmir shows a 33% increase. The latter stat is particularly interesting, considering Turkey’s more conservative attitudes towards sexual discussions. 

Chicago is the world’s biggest sex toy shopper

When it comes to sex toy market sales, the US dominates the top of the list. Chicago leads with over $44 million in sales per 10,000 residents, far ahead of Los Angeles in second place with $31 million. New York City takes third place with $14 million per 10,000; however, given its huge population, the overall market in the city is impressive. These three cities reflect the US’s established role as a cultural hub for sexual expression. 

Marseille comes fourth at $11.2 million, which is an impressive achievement for a smaller city that places particular emphasis on events and communal experiences. Completing the top five is Birmingham, with $9.9 million per 10,000 residents. This points to a strong local market that may surprise those who associate high sales with major capitals. 

Los Angeles reigns supreme as the global sex shop capital

Los Angeles leads the global ranking for the number of sex shops, with 115 venues spread across the city. Mexico City follows with 93 shops, showing that the city’s vibrant and expressive culture extends into the world of sexual wellness. In third place, New York City offers 84 shops across its boroughs. 

Istanbul lands fourth in the ranking with 58 sex shops, an indication of the shift between Turkey’s mixture of conservative attitudes and increasingly liberal ideas blending in its larger cities. Chicago completes the top five with 47 sex shops; this is a smaller claim than its American counterparts, but paired with the city’s big spending on sex toys, this points to a market where the small number of retailers are still doing an impressive amount of business. 

Where does Australia land on the ‘kink rank’? 

Compared to the world’s top kink cities, Australia’s major cities show more moderate levels of online searches and sex toy sales. However, the data suggests a consistent kink culture that’s well supported by shops and events. Sydney leads the Aussie cities, helped along by its ranking fourteenth for the number of sex events (24); Melbourne stands out for sex shops (16), and Brisbane makes its mark with ‘BDSM’ searches (97 per 10,000 residents). 

This pattern may reflect Australia’s geography and social characteristics. With its population spread across a handful of sparse, built-up areas, and far fewer waves of international tourism compared to other global hotspots, the kink scene seems to grow from within rather than rely on outside ‘traffic’. As a result, Australia’s numbers may look modest on paper, but they may very well reflect a homegrown culture that thrives on local connection. 

About Pleasure Chest 

Since 1979, Pleasure Chest has been a cornerstone of George Street in Haymarket, Sydney, and a leader in Australia’s sexual wellness industry. The company is 100% Australian owned and operated, offering one of the country’s most extensive ranges of adult toys and intimacy products. Every item is curated with a clear purpose: to enhance pleasure and strengthen intimacy, whether experienced alone, with a partner, or in a group.

Pleasure Chest is recognised for creating a fun, welcoming, and diverse environment where customers can explore their desires without judgment. Associates are extensively trained, highly knowledgeable, and committed to providing expert guidance. Whether a first-time buyer or a seasoned explorer, every customer is supported through open, comfortable dialogue designed to match products with individual interests and desires.

Customer satisfaction remains at the heart of the brand’s success. With a boutique Sydney store that is open 24/7 and a comprehensive online presence, Pleasure Chest continues to be a trusted destination for those seeking pleasure, confidence, and empowerment.

If you’re looking to explore and expand your sexual wellness, visit pleasurechest.com.au

Methodology

• Population data: Sourced from OECD to identify countries, then selected the three most populous cities from each. After this, we ranked them by population size as a group - this means that some countries may be represented more than once.

• Sex shop data: Found from Yelp, searched individually for each city.

• Number of sex events: Searched each city on Eventbrite, using the keyword 'Sex'. This is an eas extracted based on page numbers and results per page, as there is no overall summary number. 

• Searches for ‘sex toy’: The term ‘sex toy’ was searched in Ahrefs to determine monthly search volume and gauge overall online interest.

• Searches for ‘BDSM’: The term ‘BDSM' was searched in Ahrefs to determine monthly search volume and gauge overall online interest.