What is China’s ‘man mum’ trend? Why women are paying for hugs

In a striking trend that’s gaining popularity across China, young women are paying between 20 to 50 yuan (approximately Rs 250 to Rs 600) for brief, five-minute hugs from men known as “man mums”. Once used to describe muscular gym-goers, the term now refers to men who combine strength with traditionally feminine qualities like gentleness, patience and empathy.

These paid hugs—arranged via chat apps—typically take place in public spaces such as malls and subway stations. The encounters are brief, respectful and consensual, providing emotional relief in times of stress, whether it’s due to work pressure, academic deadlines or body image concerns.

According to the South China Morning Post, a man named Zhou, who has offered 34 such hugs, earned about 1,758 yuan (roughly Rs 21,000). For him, charging a small fee maintains clear boundaries and ensures the interaction stays professional. He hoped that his hugs help women feel better when they’re overwhelmed, and added that he doesn’t plan to turn it into a full-time job.

Another participant shared that offering hugs has boosted his own confidence, making him feel more valued and connected. On the receiving end, women say that paying for a hug creates a sense of safety and clarity—there are no mixed signals, and both sides understand the limits.

A student dealing with thesis-related stress wrote online that she wanted to hug a kind, physically fit man. “I was hugged once in secondary school and felt safe. Let’s hug for five minutes at an underground station,” she posted. The message went viral, gathering over 100,000 comments, and helped popularise the trend further.

Some women even give small gifts like coffee or books before the hug. One woman said the best part of her encounter wasn’t the hug itself, but “the warmth from a stranger” and a brief, meaningful conversation about school and life.

A quick search of the term “man mum” on Chinese social media reveals hundreds of posts from women in major cities seeking comfort through these paid hugs. While most clients are women, some tall, athletic women are also approached for hugs by others in need.