A new breed of online content creators, dubbed 'virtual parents', is rapidly gaining popularity among young people in China, offering a stream of supportive and affirming messages to their followers. These creators, often middle-aged couples, provide what many young adults describe as a much-needed emotional balm, contrasting with the perceived critical nature of their own families.
One prominent example is the couple Pan Huqian and Zhang Xiuping, who have amassed nearly two million followers on Douyin, China's equivalent of TikTok. Their videos often feature comforting words such as, 'Are you tired from work and study lately? Don't push yourself too hard. Mum and Dad know that you have endured a lot.' This sentiment resonates deeply with individuals like Vincent Zhang, a 33-year-old tech worker in Shanghai, who feels his own parents are consistently critical of his choices and never tell him he is 'good enough'.
The rise of virtual parents highlights a growing tension among a generation of young Chinese who have come of age during an unprecedented economic boom, yet now face intense competition and a challenging job market. While their grandparents endured famine and political upheaval, and their parents navigated a country emerging from these shadows, the current generation has experienced relative prosperity. However, this has also brought immense pressure to succeed, often coupled with high parental expectations that can feel overwhelming. Youth unemployment in China has, at times, exceeded 15% in recent years, adding to the stress felt by many.
Pan Huqian himself has spoken about his own difficult childhood, having left home at 14 to support his family after his mother was paralysed, and never receiving encouragement from his own parents. This personal experience informs his desire to create a different, more loving atmosphere for his online 'children'. This emotional connection is a key draw for many, who report feeling exhausted by the constant pressure to excel academically or adhere strictly to traditional concepts of filial piety, which some state media have attempted to promote online.
While this trend is particularly pronounced in China, the underlying issues of parental pressure, the search for validation, and generational differences in communication styles are themes that resonate globally. The demand for emotional support outside traditional family structures speaks to universal human needs for acceptance and understanding, potentially prompting similar phenomena in other cultures.