Launched "bowing-on-behalf" service ahead of Spring Festival
"Isn't this commodifying filial piety?" draws heavy criticism in China
Platform says it will "review after service adjustments"
A Chinese errand-running platform launched a bowing-on-behalf service ahead of the Spring Festival (China's Lunar New Year), offering to perform deep traditional bows in place of customers, but withdrew it after controversy within a day.
A Chinese errand service platform launched a "Sebae-on-Behalf" package offering to perform New Year's bows to elders on behalf of clients, but later withdrew it. The photo is an AI-extracted image of the service.
"We will bow on your behalf for 210,000 won" sparks controversy in China
According to Chinese media outlet National Business Daily on the 10th, errand-running platform YouYouPaotui launched a "Bow-to-Elders-on-Behalf" package the previous day and began selling it for 999 yuan (210,000 won).
The "bowing on behalf" service was priced at 999 yuan for two hours and included conveying New Year’s greetings, performing traditional etiquette (including deep bows), and live video streaming. However, the order guidelines clearly stated, "The service is limited to elders and senior citizens, and the entire process is based on voluntary consent. Insulting or prank requests to the delivery workers are prohibited, and the workers have the right to cancel orders unilaterally."
However, immediately after the service was released, it became a subject of controversy on local online platforms. Critics argued that it "commercialized filial piety," while others defended it as a form of "cyber filial duty for people who cannot return to their hometowns."
In the end, on the 10th the company removed the "bowing on behalf" service from the platform. Currently, only services such as pasting Spring Festival couplets on doors (starting from 39 yuan) and in-person New Year’s visits and bows (starting from 199 yuan) remain. The platform’s customer service center, however, stated that this was "part of a service adjustment," leaving open the possibility of resuming the offering.
Company: "A service for those who cannot return to their hometowns"
A YouYouPaotui representative told the media that the company "wanted to provide a supplementary option that would allow workers who cannot return to their hometowns to express their filial piety in a dignified way," adding, "It is not meant to replace visiting in person, but to provide a channel to convey one’s feelings in unavoidable situations." The representative also said this was not a short-term marketing stunt but an extension of its "warm on-demand services."
The platform also stressed that all services are provided based on voluntary consent and that workers can refuse orders. It added that participating workers receive etiquette training and that during the holiday period, unit prices are raised and subsidies are provided.
Despite these explanations from the company, online opinion remained divided. Some evaluated it positively as "a way of showing filial duty that fits the times," while others criticized that "it would be better to just give the 999 yuan directly to one’s parents."
E-commerce analyst Chen Liteng told the media, "A deep traditional bow is a ritual that conveys sincere respect and is not something that can be turned into a tradable commodity," adding that "it weakens the core of intimate emotions and crosses the boundaries of public order and good morals."
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