My research lies at the intersection of gender, intimacy, culture, and consumption. I focus on how cultural conceptions of gender—particularly femininities, masculinities, and their interactions—shape rising cultural industries, influencing consumer behaviors and driving economic outcomes. Specifically, I examine gendered consumption and markets, viewing gender as a powerful institution that structures individual choices. My past research includes: (1) an exploration of heterosexual female fanfiction writers, examining how they negotiate eroticism when writing about homosexual male romance, and (2) a study of ABG aesthetics, investigating how heterosexual women use these aesthetics to manage desirability and secure preferential positions in relationships. Currently, I am investigating women’s consumption of intimacy in the context of Otome (romance simulation) games in China.