Singaporean men are offering their services as “boyfriends for rent” in the lead-up to Chinese New Year (CNY) and Valentine’s Day, tapping into a demand for companionship and a solution for singles facing familial pressure. While the concept isn’t entirely new, recent advertisements on social media platforms like Instagram and TikTok have brought the practice into sharper focus, revealing a range of pricing and services.
A Range of Services, a Wide Range of Prices
The offerings vary considerably. Dominic Neo, a 52-year-old hawker, is advertising his services, having previously offered them in prior years, according to MS News. He positions himself as a solution for singles dreading the traditional CNY interrogation about their relationship status. His rate is set at S$500 per hour, a figure he describes as a reflection of his personality and a basis for negotiation, offering a promotional deal for both Valentine’s Day and CNY.
Other offerings are significantly cheaper. TikTok user @wayneeee initially advertised services at S$50 per day in , as reported by The Independent. His services included posing as a boyfriend to deflect questions from relatives, accompanying clients during bainian (New Year visits), and collecting red envelopes. He also offered to participate in family activities like playing mahjong or card games, and even assist with practical tasks like peeling prawns and crabs.
More recently, an Instagram user @liangjishiye posted an advertisement featuring a man in a bold yellow suit, offering services as a “perfect plus-one” for CNY. The advertisement, highlighted by MS News, emphasizes punctuality, appropriate attire, and polite behavior, with a key promise to “automatically shut down all repetitive questions” from inquisitive relatives.
Another TikToker, col.by, offers “first date vibes” for S$100, increasing to S$150 to hold hands and take pictures. A more extensive “full boyfriend experience” package is available for S$5000, including an attempt to convince the client’s mother of the relationship’s legitimacy. @f0xypony offers a “huat” package for S$288, including accompanying clients on bainian visits and attending family gatherings for steamboat meals.
A Niche Market Reflecting Social Pressures
The emergence of these “boyfriend for rent” services highlights the social pressures faced by single individuals, particularly during culturally significant events like CNY and Valentine’s Day. The practice offers a temporary solution to avoid uncomfortable questions and fulfill societal expectations, even if only superficially. The varying price points suggest a tiered market, catering to different needs and budgets. The lower-cost options, like @wayneeee’s S$50 per day offering, provide basic companionship and a shield against familial scrutiny, while the higher-end services aim for a more convincing and elaborate performance.
The willingness of individuals to pay for such services also speaks to a broader trend of outsourcing social needs and seeking convenient solutions to navigate complex social situations. While the practice may appear unconventional, it reflects a demand for companionship and a desire to manage social expectations, particularly in a society where relationship status often carries significant weight.
Business Implications and Market Dynamics
While the scale of this “boyfriend for rent” market is currently small and largely informal, it demonstrates a willingness to monetize social needs. The services are being marketed primarily through social media, leveraging platforms like TikTok and Instagram to reach potential clients. The use of visually appealing advertisements, like the bold yellow suit worn by @liangjishiye, suggests an understanding of marketing principles and a desire to stand out in a crowded online space.
The pricing strategies employed by these individuals also reveal a basic understanding of supply and demand. The higher hourly rate charged by Dominic Neo, while seemingly steep, may be justified by his perceived experience and ability to deliver a convincing performance. The tiered pricing structure allows individuals to cater to different budgets and needs, maximizing potential revenue.
It remains to be seen whether this trend will evolve into a more formalized industry. Potential challenges include ensuring quality control, addressing legal and ethical considerations, and managing the potential for misrepresentation or fraud. However, the current demand suggests a viable market for individuals willing to offer companionship and social support on a temporary basis.
The fact that Mr. Neo has offered this service previously, and is receiving inquiries, suggests a recurring demand. The S$500 hourly rate, while initially appearing high, is presented as negotiable, indicating a willingness to adapt to market conditions. The promotional offer for both Valentine’s Day and CNY further demonstrates a strategic approach to maximizing revenue during peak seasons.
