A consumer poses with her favorite "virtual character" at an event during the "cosplay commission." Photo: Courtesy of a consumer

As she stared at her favorite "virtual character" standing in the kitchen, cooking for her, the sight of him so lifelike that she could almost touch him, 26-year-old graduate student Lu Yi couldn't help but tear up.

"If I can never meet him in person, at least I can hire someone to help me briefly dream him into existence," Lu told the Global Times.

In recent years, "virtual emotional consumption" as a new consumption model has rapidly gained popularity among young people in China, according to China Youth Daily. 

From online chatting companions to providing comfort, to offline experiences where people dress up as virtual characters for dating, the range of services is diverse and widely embraced.

The China Consumers Association's annual report, published in May 2024, also noted that emotional consumption has become a key factor influencing the purchasing decisions of younger generations.

The Global Times talked with some consumers and service providers of "virtual emotional consumption," who shared insights into the specifics of this emerging trend and their experiences, and also interviewed a sociological expert who discussed the underlying causes and hidden concerns associated with this consumption model.

Offline 'cosplay commissions'

The "cosplay commission" stems from the cosplay culture, Lu said. As a tangible extension of virtual romantic fantasies, some consumers hire cosplayers to embody their favorite virtual characters and go on offline dates with them.

Lu stumbled across this service on a social media platform in November 2023. She found it fascinating and, to date, has made 18 appointments.

"The cosplayers not only met my appearance expectations but also brought emotional value to me. Most of them are very dedicated, and I can sense their desire to fulfill my wishes and their shared love for the character. After each date, all the stress from work and study disappears," Lu said.

Like Lu, most consumers choose to hire cosplayers of the same gender for intimate verbal communication and physical contact. "It reduced many safety concerns," Lu added.

At present, this emotional service has expanded beyond simply portraying virtual lovers. A user, who describes herself as a female undergraduate, recently posted on a social media platform that she seeks a "mother companion," hoping to experience a form of "self-love."

"I want a 'mom' to spend a Sunday with me, attend a play I've been looking forward to for a long time, and have dinner with me. I don't care about her appearance or education, but I do want her personality to be calm, her values to be upright and for her to be supportive."

Online emotional confession

By searching for keywords like "confession" on e-commerce platforms like Taobao, people can find numerous sellers offering related services. Several sellers told the Global Times that after placing an order, they would provide services like emotional listening, wake-up calls, daily chatting, nighttime lullabies and emotional support.

To cater to different consumer needs, some sellers arrange their chat companions into different tiers. The price varies depending on the format, whether it's voice messages, text chat or live audio calls. Service duration is another factor that influences the price. Some sellers offer weekly services priced at up to 8,888 yuan ($1,225).

These online shops attract frequent customers. One store, which offers a 10-yuan chat service, has sold over 400,000 orders.

"This shop is really great. the customer service is online 24/7, and whenever I need someone to talk to, they reply promptly. Having someone to keep me company makes me feel so much better," one customer wrote in a product review.

The group most enthusiastic about "virtual emotional consumption" are probably Generation Zers, particularly those who are the single children of their families, said a sociologist. 

"Many young people today feel stressed, have limited social networks and lack sufficient emotional support," Liu Wenrong, a research fellow at Institute of Sociology, Shanghai Academy of Social Sciences, told the Global Times. "Rather than spending time and energy developing or maintaining a real-life relationship, some prefer to use simple consumer logic to meet their emotional needs." 

Liu is not surprised with the growing popularity of "virtual emotional consumption." "Everyone experiences moments of loneliness and sadness. If they can release their negative emotions through this means, it can't be a bad thing," she said.

Value and controversy

While the concept of "virtual emotional consumption" offers a sort of convenient emotional solace, this emerging consumption model has also sparked controversy.

Having intimate interactions with strangers has made some customers feel uneasy. Some customers have expressed their concerns online about the safety and privacy of relatively intimate interactions with strangers.

Moreover, the emotional value established on a monetary basis raises the question: Is this ultimately more beneficial or detrimental for an individual to be able to build long-term, healthy interpersonal relationships? 

Liu said that "virtual emotional consumption" can provide a brief, intense sense of immediate gratification, much like playing video games. "However, those who are fond of such a consumption mode should be aware. This does very little to help foster a stable, committed relationship in real life."

Nevertheless, for many consumers, like Lu, even if it only offers a brief, instant form of gratification, it brings a wealth of positive emotions, including love, that enhance their passion for life.

"For me, the positive impact of cosplay commission far outweighs any negative aspects. It's a process that allows you to experience unconditional love. You can release your emotions and truly be yourself," Lu said.

"I still want to carry on (using this virtual service). I want to take wedding photos with every character I love, and then post one set each year. I feel like I'll keep doing it until I'm 36. Every time I think about it, I feel so happy to be alive," Lu said.