On 9/2 (the 22nd day of the twelfth lunar month), the UU Paotui service platform, based in Zhengzhou, Henan, launched its "proxy new year greetings" feature in 180 cities across Trung Quoc. Alongside basic packages like posting couplets (39 yuan) and gift delivery (199 yuan), the company caused a stir with its most premium package, priced at 999 yuan (approximately 3,5 million VND).

The premium service package lasted for a minimum of two hours. Employees were guaranteed formal etiquette training, wore polite attire, purchased new year gifts on behalf of customers, delivered blessings, and performed the "tam khau dau" ritual (three prostrations) before the parents. The entire process was livestreamed for customers to monitor remotely.

The task-running platform UU Paotui in Zhengzhou, Henan, launched a service for "kowtowing to parents" for Lunar New Year greetings. World Journal

The task-running platform UU Paotui in Zhengzhou, Henan, launched a service for "kowtowing to parents" for Lunar New Year greetings. World Journal

Immediately upon its launch, data displayed on the application showed nearly 200 people had purchased the service. However, the offering instantly ignited a fierce debate about ethical boundaries and the commercialization of familial bonds.

"Do parents truly want to see a stranger kowtow to them? If you are filial, find a way to visit or call to check in, rather than putting on these superficial shows", one user commented on Weibo, receiving thousands of likes. Many more critical opinions questioned: "Can moral principles, loyalty, filial piety, etiquette, and righteousness now be put up for sale?"

Chen Liteng, an analyst at the Trung Quoc E-commerce Research Center, stated that the act of kowtowing is a grand ritual embodying filial piety, with its core value stemming from heartfelt respect, not a commodity. "This service has stripped away the core value of family affection, touching the limits of traditional customs and ethics", Mr. Chen said.

Conversely, some viewed this as a "reluctant move" or "cyber-filial piety" for children living far from home who cannot return, helping elderly parents feel less lonely.

An employee of UU Paotui in Zhengzhou stated that he was ready to accept orders if any came in. "Earning money through labor, with both sides willing, is nothing to be ashamed of", he said, although he admitted that most customers only ordered couplet pasting and gift delivery.

Faced with a wave of criticism, UU Paotui was forced to withdraw the 999 yuan service package less than 24 hours after its launch. On 11/2, a platform representative explained that the initial goal was to provide an option for those who wished to "fulfill filial piety honorably" when unable to reunite, with no intention of blaspheming tradition. Customers who had placed orders would be compensated three times the value.

This was not the first time the platform had experimented with controversial services. Previously, the company launched hired grave-sweeping services during Thanh minh, proxy apology services (peaking at 2.000 orders per day), and dog walking, with the ambition of filling the "emotional gaps of modern people".

Bao Nhien (According to QQ/World Journal)