The experience is meticulously filmed, creating a cinematic feel for clients. Two other vehicles followed My Kim's motorbike, sometimes running parallel, sometimes falling behind. These vehicles carried a director and a cameraman. Instructions continuously echoed through Kim's helmet headset via walkie-talkie, such as: "Lightly place your hands on the male companion's waist", "Look straight ahead", "Smile naturally". These moments are recorded, later post-produced with music, and sent to her.

This personalized city tour comes with a price tag of nearly 2 million dong, allowing clients to select their driver and motorbike from a curated list.

For My Kim, the experience fulfills a long-held romantic dream. "Sitting behind the bike, leaning on the male companion, and touring the city, I feel like the female lead in a romance film", the 25-year-old said.

My Kim, 25, HCMC, spent nearly 2 million dong to experience the 'heartthrob' motorbike tour service, 12/25. Video: Provided by character

This 'heartthrob' motorbike tour service, currently a sensation in HCMC and other major Vietnamese cities, draws inspiration from similar trends in China, Japan, and Korea, where male model escort services are thriving.

Upon arriving in Vietnam, the service was adapted to suit local preferences and budgets, surprising many with its high-quality production and professional teams, comparable to its international counterparts. Unlike the expensive fees abroad, customers in HCMC spend from hundreds of thousands to millions of dong for a session, depending on the service package.

A 'heartthrob' from Dream Moto is taking a female client on a tour at Ba Son bridge, Saigon ward, HCMC. Photo: Dream Moto

Beyond younger demographics, the trend also appeals to middle-aged women seeking a refreshing experience. Nguyen Hanh, 43, from HCMC, shared that her busy work schedule sometimes makes her forget her own needs for care. Spending millions of dong to follow the trend, she hopes to relive the feelings of dating from her youth.

Nguyen Hanh describes feeling rejuvenated by the experience. "Having a young, polite man put a helmet on me and help me onto the bike, asking kindly, makes me feel young again", Hanh said. Despite preparing herself mentally, she admitted feeling shy during her first experience. A 30-second video of her touring the city with the 'heartthrob' later attracted tens of thousands of views on social media.

Nguyen Ngoc Phuoc, founder of Dream Moto in HCMC, confirms the surge in demand, which began in early December. After the first video was posted, the group received thousands of consultation requests, primarily from female clients aged 20-40.

Dream Moto offers various packages, priced from 700,000 to 950,000 dong per video, allowing clients to enjoy a ride on a powerful motorbike or even a driver-led birthday parade. To ensure service quality, Phuoc's team accepts only three clients each evening. A typical filming session mobilizes 4-5 staff members, including a driver, cameraman, and lighting technician, often gathering at the base of Ba Son bridge at 8 PM to avoid traffic congestion. "Bikes only run straight, in lane, and follow traffic laws. We create appeal through filming techniques, camera angles, and lighting, not dangerous stunts", Phuoc said. Currently, the group's booking schedule is full until the end of 2/2026.

Nguyen Hanh, 43, HCMC, experiences the 'heartthrob' motorbike tour service, 12/25. Video: Provided by character

Associate Professor, Doctor Pham Ngoc Trung, former Head of the Culture Development Faculty at the Academy of Journalism and Communication, views this trend as a facet of the "emotional economy," which has flourished globally since the Covid-19 pandemic.

He adds that the popularity of this 'heartthrob' service indicates a shift in traditional Vietnamese women's perceptions, moving beyond the notion of only being seen romantically with a husband or boyfriend. Modern Vietnamese women are willing to spend money on romance and stress relief without needing commitment. "These short, sweet moments help them regenerate energy and add joy to life", Trung observed.

Hoang Ha, a lecturer at the Vietnam Women's Academy, shares a similar perspective, calling this a positive trend that reflects women's autonomy in choosing their forms of entertainment.

Hoang Ha emphasizes the therapeutic aspect of the service. "When they actively choose a companion to find joy, they feel more confident. This is a form of mental 'healing' that should be viewed openly", he stated.

He also suggests that service providers should offer psychological training to their staff to enhance the customer experience.

Nga Thanh