A seismic shift is occurring in China’s dating landscape as men collectively abandon their financial pursuit of romantic partners, causing what observers call the collapse of the
“gold digger economy.”
This phenomenon, termed
“simping”
in Western culture, refers to men spending excessive money and effort on women who exploit their generosity without genuine romantic interest.
The transformation is stark. Chinese men are realizing that
“sending 520 to their mom would make her happy for a lifetime. But if they send it to a gold digger, she might just complain to her friends about how cheap he was.”
This awakening has triggered a dramatic economic downturn across multiple industries that previously thrived on male financial desperation.
Gold diggers, known as
“leechers”
in mainland China, have evolved their tactics significantly. Three years ago, their approach was straightforward deception, but modern gold diggers employ sophisticated psychological manipulation. As one observer noted,
“Today’s gold diggers have upgraded their tactics. They’ll let you taste a little sweetness or even put in some effort themselves to make you feel like it’s genuine.”
These women now operate through organized networks with standard procedures for targeting wealthy men. The case of entrepreneur Su Xiang Mao illustrates this danger. After meeting Jai Singh through a dating website, he gifted her a car worth nearly 1 million yuan within two weeks. Their marriage lasted only months before she demanded 10 million yuan in their divorce, ultimately leading to Su’s suicide when she threatened to report his company for tax evasion.
The retreat of male financial support has devastated six major industries. Luxury goods sales in mainland China dropped 18-20% in 2024, forcing former gold diggers to sell their expensive possessions in secondhand markets. High-end restaurants in major cities have seen revenue plummet by 60%, with many closing permanently.
The personal consumer loan sector has been particularly affected, with all six major state-owned banks reporting increased non-performing loans. Banks have reduced consumer loan interest rates below 3%, and in some cases to 2.5%, desperately trying to stimulate borrowing.
Dating coach training programs, once lucrative businesses teaching women manipulation tactics, have collapsed entirely. The medical aesthetics industry has endured significant revenue declines, with leading companies losing billions of yuan as men no longer fund cosmetic procedures for their romantic interests.
This shift represents more than economic change—it signals a cultural awakening. Men are increasingly cautious about relationships, with some sharing experiences like:
“I don’t even dare to chat with women now. While chatting, suddenly she gets hungry. Her phone breaks. She runs out of credit… It’s like I’m guilty chatting her into poverty.”
Marriage registration data supports this trend, with 1.81 million couples registering in the first quarter of 2025—a decrease of 159,000 from the previous year—while divorces increased by 57,000. Chinese men are redirecting their spending toward personal interests like outdoor gear, fishing and sports rather than romantic pursuits.
The collapse of the gold digger economy may ultimately benefit Chinese society by encouraging relationships based on genuine connection rather than financial exploitation. As traditional morals resurface and materialism decreases, China’s relationship culture appears poised for a fundamental transformation that could restore trust between men and women.