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A curious social trend is sweeping through China’s major cities, stirring debates on companionship, emotional wellness and the pressures of modern life. Popularly known as the ‘Man Mum’ trend, it involves young, gym-trained men offering non-romantic hugging services to women seeking a brief moment of comfort amid mounting academic and workplace stress.

The practice, now widely discussed on Chinese social media platforms, allows customers to book a 5-minute hug for anywhere between 20 and 50 yuan (roughly Rs 250-Rs 600). What began as a spontaneous outpouring of emotion on the internet has turned into a sprawling micro-industry rooted in the promise of temporary emotional relief.

The trend traces its origins to a college student who posted online about feeling ove

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