BEIJING: A man in southern China has launched an itch-scratching chain brand, generating monthly earnings of 100,000 yuan (US$15,000) from his two outlets.
This surprising venture is spearheaded by 32-year-old Zhang Xiaoqiao, who opened his first itch-scratching store in Shenzhen’s Baoan District in early May, followed by a second location in the city’s Futian District a month later, as reported by the Xiaoxiang Morning Herald.
At these two venues, branded as Suma, staff wear specially designed pointed nails to gently scratch customers’ bodies while they lie face down on beds, similar to a massage setting.
Charging 300 yuan (US$40) per hour, the service aims to alleviate stress and enhance sleep quality. Occasionally, staff will scratch specific itchy areas to help customers relax and even elicit laughter.
“In first-tier cities, people generally experience high levels of stress. As a result, this service is in great demand,” Zhang shared with the media.
Since there are no precedents for this type of service in China, Zhang had to independently research and develop effective scratching techniques from the ground up.
According to Zhang, his two stores collectively generate a gross income of 100,000 yuan monthly and have already reached the break-even point while also starting to turn a profit.
“We serve both male and female customers, with males comprising about 70 per cent,” Zhang noted. “Some customers have said our service is more relaxing than a massage, leading to a strong base of returning clients.”
Zhang, a native of Hubei province in central China, is no stranger to exploring new ventures. Following his graduation from a lesser-known university, he tried seven different jobs in a single year.
Before turning 30, he had founded two companies in the cross-border e-commerce sector, though both struggled to succeed.
Two years ago, he was involved in the we-media industry but failed to make a significant impact.
Last year, while browsing short videos on social media, he came across a clip featuring a woman scratching her husband’s itches. He noticed many viewers commenting that they would pay for someone to do the same for them.
He recalled a comforting childhood memory of his father often scratching his back, which helped him fall into a peaceful sleep, inspiring him to open an itch-scratching store.
Now, Zhang frequently faces the question: “Is itch-scratching a legitimate job?”
He plans to open 100 outlets nationwide and, more importantly, hopes to establish itch-scratching as a widely recognised profession.
The story has sparked considerable attention and humorous discussions across Chinese social media.
“Are you considering taking on an apprentice? I want to learn from you and open a store in Shanghai,” quipped one user.
Another person commented: “I’m intrigued by the service. Itch-scratching sounds like a great way to feel comfortable and completely relaxed.”
However, some sceptics question the viability of the business, with one person wondering: “Are there really that many people willing to pay 300 yuan for a scratch?” - South China Morning Post
