China’s New Trend: ‘Man Mum’ Hugs for Hire! Why Young Women Are Paying for 5-Minute Emotional Comfort

A unique social trend called the “Man Mum” is growing rapidly across major Chinese cities, where young, gym-trained men offer paid, non-romantic hugging services to stressed women. These brief, 5-minute sessions, priced between 20–50 yuan (₹250–₹600), aim to provide emotional comfort to women dealing with academic or workplace pressure.

The concept emerged after a college student posted online about how a simple hug helped ease her thesis stress. The post went viral and soon evolved into a structured micro-industry, with bookings arranged through chat apps and meetings held in public spaces like parks and metro stations.

Women seek these “Man Mums” for their mix of physical strength and gentle, nurturing behaviour, valuing traits such as patience, kindness, and emotional warmth. The trend underscores a growing loneliness among China’s youth, driven by rising living costs, intense competition, and social isolation.

Though the service is strictly non-romantic and consensual, it has sparked debates. Some observers warn that redefining physical touch as therapy may blur boundaries, while legal experts caution about possible misuse under the guise of emotional support.