BEIJING – Amid rising societal stress, a growing number of young women in China are now paying 50 yuan (RM33) for a five-minute hug from men referred to as “man mums.”
The “man mum” phenomenon initially described muscular men who frequent the gym.
However, the term has evolved to encompass men who are not only physically strong but also nurturing, patient and gentle, traits typically associated with motherhood.
A university student, overwhelmed by her thesis, recently drew attention after expressing a desire to pay for a hug from a “man mum.”
“I was hugged once in secondary school and at that moment I felt really safe.
"We just need a five-minute hug at the subway station,” she wrote in a social media post.
The post went viral, garnering over 100,000 comments and igniting widespread debate across digital platforms.
Searches for the term “man mum” indicate a growing demand for paid hugging services, particularly among women in major cities.
These women typically select a “man mum” based on manners, patience, physique and appearance.
Private conversations usually precede the sessions and even tall or athletic women are considered for the role of “man mums.”
Hug sessions commonly take place in public areas like subway stations or shopping centres, with fees ranging from 20 to 50 yuan (RM13 to RM33).
One woman recounted her experience after working overtime for three hours and deciding to get a hug.
“The man gently patted my shoulder as I vented about my boss,” she said.
Another woman, identified as Chen, shared that she felt depressed after failing a diet programme and was later hugged by a postgraduate student from a nearby university.
For some men, becoming a “man mum” holds personal significance.
One man admitted to giving three hugs, noting it made him feel more appreciated.
Another, Zhou, who actively offers the service, observed that most of his clients struggle with work stress and anxiety about their appearance.
As of April, Zhou had given 34 hugs and earned 1,758 yuan (RM1,130).
He takes care with his appearance, wearing makeup, perfume and styling his hair before sessions.
Zhou claimed he has no plans to make hugging his main source of income, explaining that the fees help maintain emotional boundaries between him and his clients.