China Delivery Platform Scraps 'Kowtow-for-Hire' Chinese New Year Service After Backlash

A Chinese delivery platform has pulled a controversial Chinese New Year service that offered to perform ritual kowtows to elders on behalf of customers, after the 999-yuan (US$140) package triggered a wave of public criticism online.

UU Paotui, an on-demand errand and delivery app, announced today that it had removed the disputed service, which was part of its newly launched Spring Festival “proxy New Year greetings” offerings. The package, marketed as a “visiting elders” service, included traditional ceremonial gestures — including kneeling and kowtowing — along with live video streaming.

The company said the service was originally designed to meet the needs of people unable to return home for the holiday due to distance, mobility issues or living overseas, allowing them to convey care and emotional connection to family members. UU Paotui said the intent was to provide “emotional value,” not to mock or distort traditional customs.

While the service attracted some understanding and orders, it also drew criticism for commercializing deeply rooted cultural rituals. Some netizens questioned whether certain expressions of filial piety could ever be outsourced.

“Some things in human relationships simply can’t be replaced,” one user wrote. “If cultural traditions can be hired out, does that mean ancestor worship can also be done by proxy?” Another commented: “To be honest, what elders wait for all year isn’t someone else bowing on their child’s behalf. They want their child home — sitting beside them, talking, sharing a reunion meal. They want to see you, not someone kowtowing for you.”

UU Paotui said customers affected by the removal of the service will receive compensation equal to three times the order amount.

The platform added that it has also noted public interest in other unconventional proxy services — such as substitute workplace shifts, proxy blind dates, pet care, and temporary caregiving for hospitalized elderly patients — and said it will assess the feasibility of introducing such offerings in the future.