China sees rise in ‘male beauty economy’ consumption trend

A new consumption trend known as the ‘male beauty economy’ is gaining traction in China, driven by the expanding purchasing power and ‘emotional consumption’ of female consumers. This phenomenon involves spending money on the physical attractiveness and intimate interactions of men.

A prominent example is the dance show ‘Tan Chun Feng’ by the Gonggu Theater, which features 16 male dancers. The performance has gained massive popularity on platforms like Douyin, with related videos amassing over 2 billion views. The show’s high demand is evidenced by tickets selling out quickly despite prices reaching up to 880 yuan.

Beyond stage performances, the trend extends to various services, including cafes with male staff providing emotional support and themed tourism experiences. While some analysts suggest this reflects a shift from the ‘male gaze’ to the ‘female gaze,’ others note that it may simply commodify male bodies and female desires rather than restructuring power dynamics.

In response to this rise, Chinese state media, including the People's Daily, has expressed caution. Critics have raised concerns regarding potential obscenity and the intentional design of provocative scenes to drive views, calling for stricter oversight and self-regulation by platforms and creators to protect minors.