Foot massage is emerging as a new leisure culture among young Chinese consumers, fueling rapid expansion of the country's massage industry as people in their 20s and 30s shift toward health and wellness spending amid emotional anxiety and physical fatigue.
Chinese media outlet China.com spotlighted the trend on Tuesday, reporting that "neck and lower back pain have become common ailments among the younger generation, and their spending is shifting toward massage." According to data compiled by health care brand Huaxia Liangzi, the main consumers of China's massage and foot bath market last year were those born in the 1990s (38.7%) and 2000s (14.8%), with more than half of users coming from younger generations. Posting selfies on social media after a foot massage has also become part of the culture.
Industry experts cite several factors behind the popularity of foot massage among young consumers: lower spending burden compared with karaoke or drinking outings, stress relief effects, accumulated fatigue from excessive social media use and overtime work, and trendy interiors with diversified services.
The market size already dwarfs other consumption areas. According to Chinese market research firm iResearch, the foot massage and foot bath industry was valued at 700 billion yuan (approximately 156.597 trillion won) last year. The figure is roughly twice the size of China's milk tea market (374.9 billion yuan), which is popular among young Chinese, and more than 13 times the country's film market (51.8 billion yuan).
Pricing and service offerings have also become more diversified by brand. Mass-market brand Zheng Yuanyuan operates about 9,400 stores nationwide as of last year with a low-price strategy starting at 49 yuan (about 10,000 won). Huaxia Liangzi offers systematic services ranging from foot baths to full-body massage at prices between 169 and 549 yuan (about 37,000 to 120,000 won), and has expanded into overseas markets including Germany, Canada and the United States. Qushuiting and Youma Kongjian maintain top rankings in popularity among young consumers despite premium pricing averaging close to 1,000 yuan (about 190,000 won) per person.
Growth is expected to continue this year. Experts forecast the market will exceed 730 billion yuan (approximately 163.5346 trillion won) by year-end, with the number of users approaching 250 million.
