From hiking mountain trails to sharing hotpot meals, a growing number of consumers in China are paying for companionship as a so-called “companionship economy” gains traction in urban centres, reflecting shifting social patterns and rising demand for emotional support services.
The trend, estimated to be worth around 50 billion yuan (US$7.4 billion) in 2025, has expanded across Chinese cities where young people increasingly book paid partners for activities ranging from trekking and sightseeing to dining and exercise.
On the stone steps of Mount Tai, one of China’s most famous peaks, hikers can hire “climbing buddies” who accompany them on ascents, carry bags and take photographs, with services costing a few hundred yuan per trip. Similar arrangements have emerged for other leisure activities, including running partners and restaurant companions.
Providers — often students or young gig workers — advertise on social media, offering conversation, emotional support and practical assistance under what they describe as “emotional value” services.
The rise of paid companionship reflects broader changes in China’s urban lifestyle, where longer working hours, geographic mobility and weakened traditional social networks have contributed to growing social isolation among younger populations.
Researchers and state media have described the phenomenon as part of a wider shift toward “emotional consumption”, in which consumers increasingly spend on experiences and services that address psychological and social needs rather than material goods alone.
The expansion of the gig economy has also played a key role, with millions of young people turning to flexible work in delivery services, ride-hailing and online platforms amid persistent youth employment pressures. China has more than 200 million flexible workers, according to official data.
In the absence of stable employment opportunities, many young people are supplementing their incomes by offering companionship services, blending work and social interaction in new ways.
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One provider, Chen Wenxin, who launched a hiking-companion business after leaving the military in 2022, said demand for escort-style hiking services had grown rapidly in recent years.
His company, based in Shandong province, has expanded from fewer than 10 workers to about 370, charging around 800 yuan ($116) for a day climb on Mount Tai.
“I noticed rising demand in the hiking escort service, then decided to try my hand in the field,” Chen said.
Analysts say the popularity of such services reflects a broader shift in how social interaction is being monetised in China’s rapidly evolving service economy.
Psychotherapist Sami Wong of 3Drips Psychology said paid companionship appeals to consumers because it reduces uncertainty in social interactions.
Meeting new people often requires emotional effort and carries the risk of rejection, she said, whereas paid services guarantee interaction and reduce social anxiety.
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“When you pay for this service you always get a ‘yes’,” Wong said.
For many young providers, the industry also offers flexible income opportunities. One 24-year-old university student in Guilin said he earns between 3,000 and 5,000 yuan per month as a travel companion, often accompanying clients on road trips.
“Most of my clients are women and their core need is emotional value — someone who makes them feel good and makes the trip easy,” he said.
As China’s urban lifestyles continue to evolve, analysts say the companionship economy is likely to expand further, raising questions about the commercialisation of social interaction and the growing demand for emotional services in modern economies.
