A Chinese delivery platform, UU Paotui, swiftly removed a controversial service offering to perform traditional kowtows on behalf of customers just two days after its launch, following a wave of public criticism. The service, part of a broader set of “proxy New Year greetings” aimed at those unable to return home for the Lunar New Year, sparked debate over the commercialization of deeply rooted cultural practices and the potential for diminishing genuine familial connection.
The “proxy kowtow” package, priced at 999 yuan (approximately US$140), included the performance of the ritual kneeling and forehead-to-ground gesture, traditionally a sign of deep respect towards elders, along with live video streaming of the event. UU Paotui also offered a less controversial package for 199 yuan, which involved purchasing and delivering festive goods and requesting red envelopes from family members on the customer’s behalf.
The company initially defended the service, stating it was designed to provide “emotional value” and cater to individuals unable to physically be with their families due to distance, mobility issues, or international travel. An employee told Chinese media that the offering was “not a marketing stunt” but rather an attempt to “create a warm emotional connection.” A company representative further emphasized that the service wasn’t intended to replace personal visits, but to offer an alternative expression of respect.
However, the attempt to outsource filial piety proved deeply unpopular with many Chinese internet users. Critics argued that certain expressions of respect are inherently personal and cannot be replicated through a paid service. One online commentator questioned whether the practice could extend to other traditional rituals, such as ancestor worship. Another user lamented that the service risked making family ties “more superficial.” A common sentiment expressed online was that elders desire the physical presence of their children, not a proxy performing rituals on their behalf.
“Kneeling and kowtowing are deeply personal acts tied to identity, reflecting both family bonds and individual dignity,” one netizen wrote, encapsulating the widespread concern that the service trivialized a significant cultural tradition.
The kowtow itself is an ancient Chinese custom, historically reserved for demonstrating profound respect towards parents, elders, or those in positions of authority. While still observed during important occasions by some, the practice has become less prevalent in modern Chinese society. The offering by UU Paotui brought renewed attention to the evolving role of tradition in a rapidly modernizing China.
The swift removal of the service highlights the sensitivity surrounding cultural norms and the potential for backlash when commercial interests intersect with deeply held beliefs. UU Paotui retained its other Chinese New Year offerings, including gift-buying and couplet-hanging services, after removing the kowtow option. The company stated it would offer full refunds, plus triple compensation, to customers who had purchased the now-discontinued service.
This is not the first time UU Paotui has ventured into offering highly personal services. In 2025, the company attracted attention for its tomb-sweeping services during the Qing Ming Festival, offering premium packages – including video recordings and cemetery cleaning – priced as high as 4,999 yuan (approximately US$916). This pattern suggests a business strategy focused on fulfilling needs arising from societal changes and logistical challenges, even if those needs touch upon sensitive cultural areas.
The incident raises broader questions about the boundaries of convenience and the potential for commodifying aspects of personal relationships in China’s increasingly on-demand economy. While UU Paotui’s intentions may have been to provide a service for those genuinely unable to be with their families, the public response demonstrates a strong resistance to the idea of outsourcing fundamental expressions of respect and filial piety.
