Rs 600 for just one hug? China’s ‘Man Mum’ trend is taking over social media

A strange social trend is spreading rapidly across China’s major cities, sparking debates about friendship, emotional health and the pressures of modern life. Known as “boy mom,” the trend involves gym-trained young men unromantically hugging women seeking a moment of peace amid increasing academic and workplace stress.

The app, which is now widely discussed on Chinese social media platforms, allows customers to book a five-minute hug for 20 to 50 yuan (about Rs 250 to 600). What started as a spontaneous outpouring of emotion online has now grown into a massive micro-industry based on the promise of temporary emotional relief.

This trend came to light when a college student shared online that she felt overwhelmed by her thesis. She described how she hugged a friend and instantly felt peace. The post received more than 100,000 comments, with many eventually offering “cuddle therapy” in a friendly tone. Within a few weeks, the idea grew from a casual activity between acquaintances to a structured, paid service through chat applications.

Today, women seeking professional boundaries and security increasingly encounter these “male mothers” in public spaces such as parks, subway stations and shopping malls. According to the South China Morning Post, one woman said he hugged her after working three hours of overtime. He patted her on the shoulder, listened to her problems at work, and made her feel “much lighter.”

The term “man mom” originally referred to muscular men who regularly went to the gym. In its new incarnation, it refers to men with a large build, a gentle and patient demeanor, and a mixture of strength and nurturing, almost maternal, emotional being. Appearance, body language, warmth in conversation and respectful behavior are among the characteristics women look for when choosing a service provider. In some cases, tall or athletic women also fill this role.

Many of these young people say they are motivated not just by profit but by the sense of purpose they gain from easing someone’s mental load. Zhou, one of the service providers, reportedly hugged 34 times in a short time and earned 1,758 yuan.

Another said the service gave them confidence, the feeling of being “useful” to someone in difficult times. Many stand on crowded sidewalks with banners reading “50 yuan for five minutes” and see it as a part-time opportunity on top of their studies or day jobs.

Behind this trend lies a deeper story of loneliness among China’s youth. Despite being well-connected online, many people struggle with loneliness in real life. Rising costs of living, job insecurity and incessant academic commitments collectively put pressure on emotional health. Some women even thank huggers with coffee, snacks or small gifts.

However, this phenomenon is not without criticism. Commentators argue that rebranding physical intimacy as “therapy” risks blurring boundaries. A lawyer quoted in local media warned that this trend could be misused to shield inappropriate behavior.

However, the “Boy Mom” ​​movement remains a powerful reflection of the emotional void facing young urban China, as the topic dominates search results with hundreds of posts each day.

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