<p>This study aims to examine self-sexualization in the online dissemination of JK uniform fashion—a style derived from Japanese high school students’ uniforms—on Douyin, a Chinese social media platform. Although similar to the Western version of TikTok, Douyin’s platform-specific algorithms and regulatory policies are influenced by China’s unique cultural norms, shaping differentiated manifestations and perceptions of sexualization. Existing research has largely overlooked the varied forms of female self-sexualization that emerge within non-Western cultural contexts, particularly the theoretical debates surrounding digital femininity and symbolic capital in constrained online environments. Employing a mixed-methods approach, this study combines content analysis of 452 video posts from online communities with qualitative interviews from 25 key informants. The quantitative analysis reveals widespread self-sexualization, primarily through thigh exposure and suggestive dancing, rather than explicit displays of breasts or genitalia, potentially as a strategy to ensure the visibility of the posts. The qualitative findings further suggest that the “sexualized body” constructed by JK uniform fashion is often linked to discussions of female empowerment within the “influencer economy,” and may contribute to an environment where sexual harassment and violence are normalized, posing risks particularly to underage individuals. This study highlights the inherent risks of young women’s fashion within commodified virtual spaces, offering valuable insights for policymakers and educators.</p>