A new trend is sweeping across China’s social media platforms, where thousands of young people are willingly paying strangers to verbally reprimand them about their romantic choices.
According to sources, this trend reflects what many are calling the rise of the “emotional economy,” where self-proclaimed influencers offer harsh reality checks to those who identify as “love-brained.”
The term “love-brained” describes individuals who become so consumed by romantic feelings that they lose perspective on their relationships and personal well-being. Rather than seeking traditional therapy or advice from friends, these young Chinese adults are turning to online personalities who specialize in delivering blunt, sometimes cutting assessments of their romantic situations.
During a recent social media live broadcast, one such influencer named Taozai addressed a young woman from a privileged background who had fallen for an older man of modest means who didn’t reciprocate her feelings. The response was anything but gentle.
“Not only do you have a ‘love brain’, you also subconsciously discriminate against people with lower education and the poor. You discriminate against others, and others will not love you. This is karma; you deserve it,” Taozai told the woman during the session.
While such exchanges might appear to be nothing more than public shaming, those seeking these services describe the experience differently. For many participants, the harsh words provide what they consider an emotional release, a form of tough love they believe they need to break free from unhealthy relationship patterns.
The phenomenon has rapidly expanded beyond individual consultations. Thousands of young people now flock to live broadcasts, enroll in paid courses, and seek out influencers who have built entire platforms around offering “scolding” services.
Influencer Taozai has amassed close to two million followers thanks to his blunt delivery. Fans can purchase an annual membership for 1,800 yuan (about US$260), which comes with perks such as priority access to live-viewing experience and private text-based consultations.
Another influencer who has gained attention for harshly “waking up” love-struck adults is Xiakespeare, whose real name is Zhou Lijuan. The 54-year-old presents herself as a psychological counsellor, delivering sharp-tongued advice.
When a woman complains that her boyfriend has stopped replying to her messages and tries to justify his silence, Zhou snaps back. She says “Who suddenly disappears in the middle of passionate chatting? Did he lose reception in his graveyard?”
The phenomenon has grown into a booming business. Across multiple Chinese e-commerce platforms, countless shops now offer “scolding love-brain” services, with some reporting monthly sales exceeding 3,000 orders.
Experts note that people trapped in unhealthy relationships are not necessarily seeking humiliation. Rather, they want to feel truly acknowledged, understood, and guided.
Zhang Yong, a counselling professional and social work professor at Wuhan University of Science and Technology, explained in an interview: “When someone is consumed by negative emotions, the brain’s defensive mechanisms make self-reflection difficult. In those moments, strong outside feedback, even reprimands, can spark awareness.”
Social media anonymity also plays a role, reducing embarrassment and making it easier for individuals to share personal struggles openly.
