Why Women in China Are Paying Attractive Men for Boyfriend Role-Play and ‘Princess Carries’

From mist-covered mountain peaks to centuries-old heritage towns, a striking new trend is transforming china’s tourism industry. Increasingly, women are paying premium fees to hire attractive young men who offer services ranging from carrying luggage to full-scale boyfriend role-play — turning ordinary sightseeing trips into carefully curated fantasy experiences that routinely go viral on social media.

This phenomenon, now spreading rapidly across the country, has gained traction in destinations known for natural beauty and cultural charm. The appeal lies not only in convenience but in the emotional and visual experience: women travellers enjoy companionship, attention, and cinematic moments, all without the emotional obligations of real relationships.

At popular destinations such as Harbin, climbing companions assist tourists along steep trails while handling their bags. In Anhui, muscular porters have gained online fame for lifting visitors in their arms — often referred to as “princess carries” — while cameras roll. Suzhou, meanwhile, has emerged as a hotspot for costume-drama fantasies, where traditional backdrops combined with youthful charisma turn routine trips into unforgettable, social-media-ready moments.

These services are offered through clearly structured pricing tiers. Basic packages, typically costing between 200 and 500 yuan, include luggage handling, trail guidance, and help taking photos. Mid-range upgrades add physical lifts, spins, staged romantic interactions and boyfriend-style companionship. Premium experiences, priced at 2,000 yuan or more, offer full-day accompaniment, engaging conversation, climbing assistance, summit selfies and carefully choreographed charm.

Many of the men involved maintain impressive physiques, dress in stylish athletic wear and actively cultivate large followings on platforms like Douyin and Xiaohongshu. What were once ordinary porters have, in some cases, transformed overnight into viral tourism celebrities.

Cultural and Social Drivers

The trend reflects deeper cultural undercurrents within Chinese society. Long working hours, intense professional competition and social pressures have left many women seeking emotional escape and light-hearted fulfilment without the complexity of traditional dating. This emerging tourism niche offers exactly that — fantasy, flirtation and attention, free from long-term commitment.

For many participants, the appeal lies in control and safety. The experience is transactional, time-bound and clearly defined, allowing women to enjoy romantic aesthetics without emotional risk. As China’s experience-driven consumer Culture grows, such tailored services are increasingly seen as legitimate entertainment.

Ethical, Legal and Safety Concerns

Critics, however, have raised concerns about the commodification of affection and the broader ethical implications. Questions persist over appropriate boundaries, potential harassment risks and the objectification of male bodies — challenging conventional ideas of masculinity and gender roles.

Legal ambiguity adds another layer of complexity. Prostitution is strictly illegal in China, and while organisers insist the services are non-sexual, authorities may scrutinize high-end offerings that blur boundaries. The remote mountain settings where many encounters occur also raise safety and liability concerns, particularly during physical activities such as lifting and carrying.

There are additional risks for tourists, including possible scams, inflated prices and inconsistent standards due to the lack of formal regulation. Experts warn that women travellers should exercise caution when booking through unverified online platforms.

Economic Impact and Future Outlook

Despite these concerns, tourism data suggests strong momentum. Theme parks report higher footfall, ancient towns enjoy improved revenue streams, and rural areas benefit as viral “hot porter” content draws new visitors. Women remain among the most influential spenders in China’s rebounding cultural tourism sector.

Industry observers see no immediate signs of the trend slowing. More provinces are expected to introduce similar offerings, with mobile apps and even virtual-reality integrations likely to streamline bookings. While regulatory oversight may intensify as the phenomenon matures, demand continues to grow.

Depending on perspective, the trend can be viewed as either harmless fantasy or troubling commodification. What is undeniable, however, is that this form of “experience tourism” has carved out a distinct space in China’s evolving leisure economy — reflecting shifting gender dynamics, changing consumer expectations and a widespread desire to escape everyday pressures, even if only for a day.