More and more “crispy youth” — those who live an “early C, late A” lifestyle or exhaust themselves from morning grind till night — are giving up on bustling nightlife and turning to foot massage parlors in search of wellness and spiritual solace.
In Shenzhen, many young people from Hong Kong even go through customs just to get on the waiting list for affordable and high-quality massages.
It's fair to say that foot massage shops have become a sanctuary for the younger generation.
Many foot massage parlors have upgraded their branding and services to cater to youth preferences, some even planning all-in-one weekend leisure centers — giving rise to a wave of new reflexology and massage brands.
The popularity of foot massage has also spurred a dramatic increase in the number of such shops.
According to statistics, Changsha — known as the “capital of foot bathing” — boasts over 15,000 foot massage stores. By the end of 2023, Meituan listed nearly 500,000 foot massage venues nationwide, with further growth likely.
Across social sharing platforms, foot massage has long become a form of entertainment and relaxation for young people; many head straight to their trusted massage parlor right after work.
Why has foot massage, once dominated by middle-aged patrons, become so beloved by the younger crowd?
With this question in mind, Microstory dives into the foot massage industry for answers.
Foot Massage: An Ancient Gene Deeply Ingrained in Chinese Culture
Where can you find the highest concentration of young people?
Not in laid-back coffee shops during the afternoon, nor in temples burning incense for good fortune — but in the numerous foot massage parlors that line the streets. There you can find all kinds of devoted young folks:
Inside upscale 24-hour reflexology clubs, white-collar workers in spa uniforms tap away at their laptops while remaining on call.
Those who clock out on the dot and refuse to waste a minute of overtime at the office are more than willing to queue at blind massage stores.
There are also homebodies who barely leave their apartments on weekends but follow online “massage exploration” vlogs to discover budget-friendly foot massage hideaways.
Young people’s love for foot massage is no secret.
Image | Young people from Hong Kong cross the border to Shenzhen for massages
“Is there anything that brings friends closer than a massage?” asked 26-year-old Beijing resident Ma Jianing. She meets her friends twice a month. Their gatherings used to start with dinner and end with drinks at a small bar, but over the past six months, the rhythm has changed to, “Shall we find a foot massage place?”
After all, nothing tests a friendship quite like lying next to your besties for an hour without talking, but hearing each other’s pained screams.
Zhang Hao, a university student fond of “special forces travel,” sees foot massage parlors as “hostels on steroids.” For just a few dozen yuan overnight, he gets a triple room plus free breakfast the next day. He exclaims, “It’s not that hotels are unaffordable — foot massage places just offer way better value.”
Tang Tang, a post-2000s administrative staffer at an internet company in Shenzhen, proved highly responsive to new trends. Instead of the old team-building trio — renting a villa, KTV sessions, or heading to a beach resort in Huizhou — she booked a multi-functional foot massage center featuring a cinema, buffet, and gaming room. That team-building became the most attended, highest satisfaction event in company history.
One netizen remarked that history is a circle: twenty years ago, they watched their parents visit roadside massage stands run by “traditional Chinese medicine practitioners” in white coats, screaming in pain while swearing they would never pay to be tortured. But twenty years later, they find themselves twisted into various positions in Thai massage studios, wincing and moaning yet shouting, “I’ll be back again.”
The bullet has hit the bull’s-eye of destiny.
Foot massage, like vegetable gardening, is embedded in the Chinese bloodline. As soon as a certain age arrives and the genes awaken, the call cannot be ignored.
Foot Massage: Today’s Youth Utopia
According to Meituan data, foot massage consumers are primarily aged 20–35, accounting for 73% of the total, with 25–30-year-olds making up the largest segment (29%).
Compared to 2020, the proportion of consumers under 25 increased from 10% to 25%, a marked trend toward younger customers.
This shift raises a question: what’s happening with this generation? Why are they so obsessed with foot massage? Traditionally, massage was associated with middle-aged characters in Hong Kong movies, not with young consumers.
However, the reality of young people becoming the main driver of the foot massage boom is not so strange.
The primary reason: this new generation is exhausted. According to data from the National Bureau of Statistics, the average weekly working hours for enterprise employees in China reached 49 hours in 2023 — 0.4 hours more than 2021, 3 hours more than 2019, and 5.7 hours more than 2012.
Longer working hours also mean young people sit more, leading to stiffer muscles.
“To fight muscle stiffness, you either exercise or get a massage. I’m already tired from work — of course I choose massage,” said Li Xian, a post-1995 white-collar worker. This year, she has reduced her three-times-a-week gym routine to two workouts and one massage per week, and is planning to increase the massage frequency. “Both cost money to strengthen the body, but I don’t want to suffer the pain of exercise.”
Secondly, consumption values have changed. Young people today prefer to spend on leisure and entertainment rather than on clothing, and foot massage fits perfectly as a typical leisure activity.
Han Yu, a post-2000s, put it clearly: “There’s rarely an occasion to wear nice clothes — the ‘office stench’ is already strong enough. Massage, on the other hand, helps remove that office stench.”
“And lying there for one or two hours without being able to look at your phone is a huge mental release — something that no amount of material possessions can buy.”
Image | Many young people regard foot massage as the best way to unwind
Moreover, foot massage offers high value-for-money along with emotional benefits.
Today’s foot massage parlors integrate “eat, drink, play, health preservation, and relaxation.” They are often centrally located, provide one-stop services, and are affordable — just buying one ticket can keep you there for a whole day.
“Despite increasingly developed urban life, young city dwellers have become more atomized and lack entertainment motivation. Multi-functional foot massage shops perfectly meet their needs,” said “Black Cat,” who worked at a chain foot massage club. “On weekends, the place is packed with young people who stay the entire day.”
Foot massage is also a recovery aid for City Walkers and special-forces tourists.
In the past, the core of travel was landmarks, food, and photos; now the core has shifted to nature, cuisine, and experience. Travelers go on City Walks, compete on step counts, and after nightfall, they step into a foot massage parlor to soothe their tired calf muscles.
In cities famous for natural landscapes and rugged mountain paths, foot massage shops are everywhere. Opening Meituan reviews, one finds highly consistent comments: “Hiking done, came for a massage, came back to life” or “After all that walking, this is the massage heaven.”
Image | In Chongqing, Dujiangyan, Xishuangbanna and other walking-heavy destinations, foot massage spots are packed with tourists
Of course, the popularity of foot massage among young people is also thanks to internet platforms that break information barriers. It is precisely because foot massage has returned to its essence that it has become a utopia for the young.
Wi-Fi, food delivery, and foot massage: these three form the new holy trinity of contemporary youth life.
Leaving Relaxation to Users, Keeping the Hustle for Ourselves
The foot massage industry, as a service sector, perfectly embodies the spirit of “leave the ease to users, keep the internal competition to ourselves.”
It's safe to say that the foot massage industry is one of the most “competitive” sectors, bar none.
When Changsha and Harbin respectively became internet-famous nightlife cities drawing nationwide visitors, the first to feel the impact were local foot massage and bathhouse businesses. Many small stores urgently recruited staff, creating wealth legends — relying on foot washing, Changsha earned 20 billion RMB annually; Meituan data shows that during New Year's Day holiday, Harbin's bathhouse transaction volume surged 405% year-on-year, with orders increasing by 324%.
Price wars, experienced therapists, free snacks, one-guest-one-change supplies, and smiling service are now the norm and cannot alone help shops stand out or be remembered by consumers.
More and more foot massage stores are rebranding and upgrading service competition.
Shabby roadside footbath shops with poor hygiene have been replaced by specialized parlors with pleasant environments and better service. Locations have also shifted from suburban street-front stores and residential ground-floor shops to downtown high-end office buildings. New chain brands like Fanmao and Xiaoquexing have emerged.
Zheng Yuanyuan, a pedicure chain with over 8,000 stores nationwide (most located in residential communities, each only dozens of square meters), has even started giving away milk tea and burgers to attract young customers.
Meanwhile, the quality and techniques of massage practitioners have become crucial for reputation, prompting many shops to adopt “SOP.”
SOP (Standard Operating Procedure) helps solve the uneven quality of practitioners, massage techniques, and service levels that once plagued the industry.
Image | Many merchants on Meituan list service procedures with transparent pricing
This means that whether consumers are in a first- or second-tier city, walking into any chain store of a brand offers standardized service duration and procedures for the same package. Many chain merchants have also achieved digital integration for online booking, scheduling, and membership management.
On the consumer side, platforms like Meituan make it easy to check available service times and capacities, allowing on-demand booking and consumption.
Ultimately, the fundamental reason young trendsetters love foot massage parlors is the endless “newness” they offer.
For example, Huaxia Liangzi, a foot massage brand founded in 1997 with over 400 stores globally, has long rebranded itself as “foot massage + health & wellness,” providing not only massages at various price points but also free movies, snacks, and meals.
Under intense industry competition, the free food and drinks offered by many foot massage shops now rival those of upscale restaurants, becoming a new way for young people to sample local cuisine.
In Changsha, the “capital of foot bathing,” there are over 15,000 foot massage shops. Many have menus with more options than massage services, giving rise to the legend that “the best local snacks are found in foot massage parlors.”
Chongqing’s “Golden Impressions” (a cinema-style foot spa brand) — backed by the 8D magical city and known as the “Haidi Lao of foot massage” — attracts tourists from across the country. The queues at “Golden Impressions” often stretch into midnight.
Another famous Changsha brand, “Ercare,” prominently features “free food & viewing” on Meituan, and claims to have invested heavily in fresh air and plasma generation systems, making negative oxygen ions in rooms exceed 10,000 per cubic centimeter — “as refreshing as being in a forest waterfall.”
Some foot massage shops promote traditional culture with classic texts and tea ceremonies; others are decorated like Instagrammable destinations. The unique experience of foot therapy in a starry sky bubble room attracts groups of friends to take photos. Some even offer “10km free drop-off service, butler-style.”
If you feel the need to scream from the pain during a foot massage, you can simply channel it into singing on the spot. In Shanghai, searching “foot massage + KTV” on Meituan yields endless results. Many users comment, “Finally a place to vent the frustration built up at work” or “After some time here, even my breast tenderness disappears.”
Beyond that, many foot massage shops are introducing customized and physiotherapy-oriented services. The leading brand Zheng Yuanyuan has launched a wellness physiotherapy hall with the slogan “add points to life.” Pengshi Foot Massage, the second-largest player, has started making biotechnology moves around foot care.
“The profit ceiling for single-service foot massage is obvious, and homogenization is serious. To survive and make decent money, we have to differentiate,” explained shop manager “Black Cat.”
Because the foot massage industry has long been constrained by labor, differentiation tends to focus on entertainment aspects that don’t require heavy manpower, extending user dwell time and consumption possibilities to reduce marginal costs.
“Nowadays, foot massage parlors compete fiercely for the time of urban youth,” summed up post-2000s white-collar Han Yu.
What Exactly Do Young People Find in Foot Massage?
Young people flocking to foot massage also reflects broader changes in consumer philosophy.
Unlike the older spending mentality centered purely on “consumption,” today’s young consumers are more rational and align with the investment logic of “must get a return.”
Watching movies or singing karaoke consumes time passively; foot massage, by contrast, offers rest while also “earning” some health benefits. Spending on enjoyment feels more worthwhile than spending on food and drink. And when they do get a foot massage, they compare options on platforms, choosing the highest-rated, most cost-effective service.
“Save where you can, splurge where it counts — ride a shared bike to the bar” sums up the consumption ethos of young people.
We should also draw deeper insights from these shifting consumer habits.
In an era of declining consumerism and rising pragmatism, purely internet-hyped influencer shops might attract a flood of customers in the short term but struggle to sustain trust. Competition today inevitably returns to quality of service.
For merchants, providing excellent service remains the moat against rivals.
Moreover, as foot massage services boom, so do Chinese milk tea brands and wellness clinics — indicating that young people are more willing to spend on “health.”
This points to a future trend in offline consumption: the rise of wellness culture, where brand-new blue-ocean sectors emerge offline.
Likewise, the desire to get greater returns per yuan means cross-industry collaboration will become the norm; merchants must offer more cost-effective services and avoid short-term thinking.
After all, this generation has seen too many good things — they don’t need flashy and pretentious marketing; they need genuine service.
By flocking to leisure consumption, they are simply returning to life itself.
(To protect privacy, the names and personal information of interviewees have been anonymized.)
