In major cities like Shanghai, Chengdu, and Guangzhou, the "Kenfluencer" wave – a term inspired by Ken, Barbie's boyfriend – is becoming a new customer attraction formula.

Sizen Cafe in Guangzhou gained social media popularity not for its beverages, but for its attractive, model-like male staff. These male employees dress smartly and treat customers like "princesses," offering a pampered experience.

Hotpot restaurant chains in Chengdu, China, attract customers with their muscular male staff. Photo: SCMP

Hotpot restaurant chains in Chengdu, China, attract customers with their muscular male staff. Photo: SCMP

Conversely, the Cheng Dieyi hotpot chain in Chengdu and some restaurants in Shijiazhuang have garnered millions of views with a bolder approach: shirtless male staff displaying their physiques under aprons, ready to pose for photos with diners.

This phenomenon reflects a significant shift in consumer spending power. Chinese women are increasingly spending on entertainment experiences and dictating marketing trends. Male bodies and beauty are now an integral part of the consumer experience.

Beyond table service, the trend of monetizing good looks has extended to mobile applications. On the used goods app Xianyu, "rent a boyfriend" services for household chores, shopping, or companionship are a trending topic in 2025.

Last year, the platform recorded over 9 million job seekers, with 41% belonging to Gen Z. "Beauty labor" has emerged as an avenue for men with good looks and charm who prefer not to be confined to office work. Jessie Song, a popular TikToker, believes this trend will continue to diversify as affluent female customers increasingly seek personalized, non-binding services.

However, experts warn that the boundaries of this trend are fragile. Women are increasingly discerning; they are willing to spend money to be respected and served but will turn away if they feel a brand is exploiting male imagery to manipulate consumption rather than providing real value.

Minh Phuong (via Jing Daily)