Thirst traps with table service: China’s Kenfluencers

Handsome young men, dubbed “Kenfluencers,” are driving viral engagement for Chinese hospitality venues. Sizen, a café in Guangzhou, has accumulated mentions on TikTok, Xiaohongshu (also known as RedNote), and Instagram not for elaborately photogenic pastries, or blockbuster KOL partnerships, but for its unusual hiring policy: the staff all look like male models. Similarly, the Chengdu hot pot chain Cheng Dieyi (程碟衣火锅馆) has been attracting widespread attention online (its hashtag on Xiaohongshu has 6.6 million reads), thanks largely to its male waiters who serve guests topless, proudly displaying their sculpted physiques under their aprons. One of the main voices behind the viral “Kenfluencer” discussion is Jessie Song who has 6.6 million likes on TikTok, and 49,000 followers on Instagram. “The ‘Kenfluencer’ trend will continue, and it will evolve into many different forms,” she tells Jing Daily. “We’re already seeing more men in China engaging in gender discussions and educational content — and that’s a positive development.” A subtle transformation in gender norms is spurring conversation about beauty ideals, the feminine gaze, and the reversal of misogynistic stereotypes. From topless servers in Shanghai and Chengdu hot pot restaurants, to the viral baristas at Guangzhou’s Sizen café, an emerging group of young men are turning their appearance into economic opportunity. Though still niche and largely reserved for Tier 1 cities, this movement offers insight into evolving gender norms — particularly in a society where women increasingly wield purchasing power and determine beauty standards in commercial spaces. Ken’s got a side hustle — and it’s shirtless Beyond handsome waiters, hiring boyfriends is another viral topic in China in 2025, fueled by side hustle culture propelled by a surge in Xianyu usage. Originally launched as a second-hand goods marketplace, Xianyu has in recent years expanded to accommodate side jobs and gig work. In mid-2024, the platform introduced a feature allowing users to upload simple “resumes” for purchase, just like physical goods. Services now range from design and pet-sitting to tutoring and personal fitness. For many Gen Zers, Xianyu has become a gateway to flexible, low-cost entrepreneurship. In 2024 alone, more than nine million users posted side-hustles on the platform, with 41% born after 2000. In this context, “look-based labor” has emerged as a subset of side hustles, providing an outlet for men who may not follow conventional white-collar career paths but possess appeal, charm, or physical attractiveness. She doesn’t want a husband Yet this extends beyond youth culture. Song has reported on career-driven, wealthy women hiring men to handle their household chores, signaling a shift in traditional gender roles. “Many wealthy Chinese women don’t want traditional relationships, so they hire a ‘Ken’ — someone to do chores, go shopping, and provide emotional support,” said says in a post. “This has become a genuine service industry." Diners at a hot pot restaurant in Shijiazhuang’s Thai Moe Mall have grown accustomed to handsomely built servers working shirtless, ready to pose for photos. The restaurant has become a sensation on Douyin, with patrons giggling as they rate servers’ physiques alongside their meal. The male body, in this case, becomes part of the dining experience: aesthetic, consumable, and commercially leveraged. By contrast, Guangzhou’s Sizen café offers a softer fantasy. Its baristas dress modestly but are styled to appeal: tall and well-groomed. Visitors describe them as pretty big boys with six-packs who treat guests like princesses. The space is more about emotional comfort, gentle service, and the quiet charm of being attended to. As one popular post on social media put it, “Women just want to take photos, post on RedNote, and enjoy the fantasy — that’s it.” Patrons are reminded to “ask nicely if you want a picture,” and to treat staff with respect, rather than as props. These contrasting venues illustrate how male beauty is becoming a job qualification in China. As marriage rates fall and female Gen Zers consumers prioritize travel and self-indulgence over finding partners, they increasingly seek comfort, and curated fantasy experiences. From male gaze to female fantasy: The aesthetic flip This trend reflects broader cultural shifts: rising feminist consciousness, evolving gender expectations, and the empowerment of female consumers. Conversations about harassment, domestic violence, inequality, and objectification have prompted a growing rejection of beauty labor as women’s obligation in China. In response, many young women are embracing alternatives, whether by choosing not to emphasize their appearance through style subcultures like “garbagecore” or dressing ugly for work, or by supporting men who offer aesthetic labor instead. They are redirecting traditional dynamics by paying men to provide aesthetic appeal and service on their own terms, rather than conforming to societal gender norms. In this dynamic, men offering beauty-driven labour are responding to female demand. Song acknowledges the appeal of hiring attractive men, but cautions that brands should approach the trend carefully. “As feminist consciousness grows in China, more women are realizing that this can also be a form of consumerist manipulation,” she says. “So brands have to handle it delicately.” Pretty privilege goes pro — but will it last? This trend signals shifts in both gender roles and cultural norms. For some young men, it offers new opportunities to earn income through caregiving, emotional labor, and aesthetic services — roles that challenge traditional masculine expectations. At the same time, it raises questions about whether men will face the same pressures historically experienced by women in appearance-based work. More broadly, it reflects a recalibration of gender dynamics: women are asserting economic power as consumers, while men are learning that charm, attentiveness, and presentation can translate into income.

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Thirst traps with table service: China’s Kenfluencers