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Beijing, China – June 8, 2025 — A strange phenomenon is taking over urban China as growing numbers of young people are turning to an unconventional comfort source: paid hugs from "man mums." Middle-aged women, typically selected for their motherly attitude and empathetic nature, are hired by clients—overwhelmingly young women—for emotional attention and maternal comfort. Priced at around ₹600 (about 50 yuan or $7) for just five minutes of hugging, the practice is also stoking heated debate online about mental health, loneliness, and the emotional cost of modern life.
What Are "Man Mums"?
Man mums" (which literally translates to "mom figures for rent") are not therapists or professional caregivers, but rather warm figures who provide affection and chat. Their services typically involve dispensing physical affection in the way of hugs, calming talk, and a secure space to cry or rave.
The term subsequently went viral on Chinese social media platform Xiaohongshu (Little Red Book), where young people shared personal stories of hiring these maternal figures. Many attributed the experience to bringing a temporary feeling of emotional security in an ultra-competitive, high-speed society.
Why the Demand?
Experts say the proliferation of "man mums" is indicative of deeper social issues. In a 2023 survey by Tsinghua University, nearly 35% of young Chinese between the ages of 18–30 reported having suffered from chronic loneliness or emotional isolation. Several factors are involved:
- Urbanization and family separation: Numerous young Chinese have moved to large cities for work or study opportunities, leaving behind the close social support networks of their hometowns.
- Societal pressure: School, work, and "perfect image" culture on social media have intensified emotional burnout.
- Taboo around mental health: Professional therapy is still stigmatized despite growing awareness and is not widely accessible or affordable for the majority.
Social Media Responses
The paying for affection trend has elicited a variety of reactions. Some users commend the trend as a bold and creative solution to emotional neglect.
"At least people are owning up to needing comfort," one Weibo user commented.
"This is sad but also so true," another commented. "A hug can sometimes say more than a thousand words.".
Others' condemn it as a sign of emotional commodification and social failure to nurture its youth.
"Is this what we've come to? Paying strangers to feel loved?" one viral post questioned.
What's Next?
Mental health professionals warn that while "man mums"-type services may offer short-term relief, they are no substitute for therapy or systemic change. The trend is nevertheless an indication of a growing emotional need that cannot be ignored.
Chinese society is also transforming rapidly, and with it, new forms of connection, though strange. The "man mums" phenomenon is reflective not just of isolation, but a yearning for something more—empathy, presence, and simple human warmth.
Conclusion
As China's younger generations grapple with the pressures of modern living, the desire for comfort—bodily, emotional, maternal—is being met in new forms. Whether as a therapeutic coping mechanism, a commercialized service, or a summons to social change, the rise of "man mums" says a lot about the emotional well-being of the world's most populous nation.
External References and Further Reading
- Times of India: Man mums in China earn Rs 600 for a 5-minute hug; who are they and what's behind this surprising new trend
- Sixth Tone: The Rise of Paid Hugs in China Reflects a Loneliness Epidemic (example, for broader context)
- Study on youth loneliness: Tsinghua University Mental Health Report 2023 (general mental health research)