Across China, a growing number of individuals are turning to commercial services to fulfill their emotional and social needs, spending money on everything from video game companions to romantic role-playing sessions and virtual streaming interactions. The expanding companionship economy reflects a widespread desire for real connection in an increasingly digital society.
The trend is particularly visible within the gaming community. When the cooperative horror game "Shift at Midnight" launched in August and rapidly gained traction across social media, it highlighted how players navigate online gaming environments. Designed for three players, the title requires teammates to run a supermarket on the night shift, identify monster customers disguised as regular shoppers, stock shelves, clean the store, and combat creatures after dark. For introverted or less experienced players, public game lobbies can be daunting, as minor mistakes often trigger impatience, blaming, and harsh criticism from strangers.
To avoid toxic interactions, some gamers turn to paid companions who offer light conversation, game expertise, and a pleasant environment centered on shared objectives. In one five-hour session of "Shift at Midnight," hired teammates took on tasks such as cleaning, stocking inventory, fighting monsters, and providing early warnings before frightening scenes. While the paying player managed the checkout counter to spot disguised monsters, the group eventually confronted giant spiders and a major boss fight. Although the session ended with the death of an in-game police officer, the team earned sufficient funds to save their pet cat, fulfilling one of the desired outcomes.
Beyond casual video gaming, other paid companionship models place a stronger emphasis on intimacy and emotional immersion. Standard immersive role-playing sessions generally cost slightly more than 100 yuan per person, but specialized romantic role-play services frequently command 200 to 300 yuan or more per person, with some clients spending over 1,000 yuan for a single session. Both gaming companions and DMs tend to describe what they do as a service, framing it as a strict business transaction where customers pay for and receive a specific service. However, significant greed and tragedy can be associated with these transactions as emotional boundaries blur when participants develop real feelings for hired performers during scripted scenarios.
The commercialization of intimacy has also led to severe financial distress. In August 2026, Chinese media reported that a 16-year-old girl in Shanghai spent approximately 170,000 yuan on romantic role-play sessions over a two-year period at a single venue, prompting her family to accuse the business of encouraging excessive spending. Analysts note that while clients rationally understand they are paying for a professional service, the underlying human desire to feel loved and valued often overrides logical restraint.
Attempting to purchase intimacy is not new; paying for companionship, matchmaking, sex, and attention is a phenomenon as old as recorded history. The psychology behind these transactions is simple: people want to feel loved, wanted, and special. Classic literary accounts illustrate this enduring conflict, such as the tale of Du Shiniang, who genuinely believed she could leave her past behind and that her lover cared for her as a person rather than her money or reputation; the story ends in tragedy with Du Shiniang throwing her treasure chest into the river and ending her life after realizing money mattered most to him.
This dynamic extends into the digital realm on livestreaming platforms such as Douyin and Kuaishou, where hosts sing, dance, or converse with audiences in exchange for monetary virtual gifts. During group livestreams, viewers frequently send high-value digital presents to capture a creator's attention; in one instance, a single viewer sent ten "Carnival" gifts, valued at 3,000 yuan each, within five seconds. Media reports have documented extreme cases of individuals spending hundreds of thousands or even millions of yuan on online hosts they have never met in person.
The fundamental model across these companion businesses relies on fostering an illusion of a unique personal bond. Smartphone accessibility and constant connectivity make it easier than ever to sustain these virtual relationships. However, when the paid sessions end or financial resources run out, clients are frequently left facing severe anger, financial loss, and regret after mistaking commercial services for genuine affection.
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