SINGAPORE: “Any ‘pei liao’ services out there? I’m willing to fork out any amount of money,” goes a post on the Chinese social media platform Xiaohongshu.
“I really need someone to talk to, a mental pillar of support. To think I’m so starved of love that I have to resort to ‘pei liao’,” the user laments.
“Pei liao”, a colloquial term in Chinese meaning “accompany (you to) talk”, is one of many activities that come under the youth-driven “companionship economy” or “peiban jingji” in China.
As the name suggests, the companionship economy involves people forking out money for personal company - be it to talk, game, shop, or even go mountain climbing or bungee jumping, to name some.
The industry has been on the rise as more people in the world’s second-largest economy choose to stay single or put off marriage due to reasons like changing mindsets, limited career prospects amid a hyper-competitive job market and a stuttering economy.
Local media reports have acknowledged the merits of the companionship economy, pointing out how it can provide flexible employment opportunities while fulfilling people’s needs. At the same time, concerns over safety and the need for regulations have also been raised.
Analysts say the growing companionship economy in China reflects an overall shift in consumption behaviours, with a growing emphasis on psychological well-being.
“Beyond material goods, people are increasingly seeking experiential consumption that enhances their quality of life,” Dr Zhao Litao, senior research fellow at the National University of Singapore’s East Asian Institute (EAI), told CNA.
CNA also spoke to several youths in China who offer or take up companionship services to understand their motivations, what the experience has been like and the concerns that have surfaced.
THE BUSINESS OF COMPANIONSHIPMr Sun Zeliang, 27, began offering virtual “pei liao” services during the COVID-19 pandemic as a way to earn pocket money.
“I found out about it on Douyin and I figured there was nothing for me to do at home, so I wanted to earn some extra cash,” said Mr Sun, who works in clothing management and resides in Huzhou city, Zhejiang. Douyin is the sister app of short-video platform TikTok in China.
He would often take requests from women, though there were occasional enquiries from men. Mr Sun would charge 180 yuan (US$33) an hour and was also required to have his camera switched on.
Mr Sun told CNA he would try his best to fulfil customers’ requests. For example, some girls wanted to hear sweet nothings, while others sought him out as an outlet to vent their frustrations.
However, he drew the line at requests that required him to take off his clothes or “show off his abs”.
“I won’t fulfil requests that I don’t want to do. Alsosuperace88, I don’t have pecs to show,” he joked.
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Mr Sun Zeliang began offering virtual “pei liao” services during the COVID-19 pandemic as a way to earn pocket money. (Photo: Sun Zeliang)