‘Intimate touch therapy’ sparks debate in China over using objects, hugs for relaxation

2026.03.20 06:20 A new profession known as “intimate touch therapists” has sparked a boundaries debate in China. Photo: SCMP composite/RedNote An emerging form of therapy in China has stirred controversy over blurred boundaries by using sensory tools, touch and hugging to ease clients’ stress. Mainland media reports say workshops and services centred on “intimate touch” have spread across social media since late last year. In quiet, softly lit rooms, intimate touch therapists offer what they describe as emotional healing through light caresses, hugs and sensory tools such as feathers and velvet gloves. A so-called intimate touch therapist gets down to work on a client. Photo: www.xiaohongshu.com Customers typically remove some clothing, wear an eye mask, lie on mats and cover their bodies with sheer fabric. Before a session begins, they must sign a consent form setting out touch boundaries, clothing preferences and their right to halt the process at any point. Unlike conventional massage, the sessions also involve extended conversations about personal struggles, with therapists bound to keep clients’ disclosures confidential. Prices reportedly range from 1,000 yuan (US$145) to 10,000 yuan depending on the duration and the studio setting. A woman customer engages with the new profession which has sparked an online discussion. Photo: www.xiaohongshu.com One of the best-known practitioners, who uses the name Sama, runs a workshop called the “Institute of Touch”. On social media, she likens intimate touch to psychotherapy and hypnosis, but says it goes further by helping clients reconnect body and mind. “The moment people are touched, they return to their most original and authentic state,” Sama wrote. The practice reportedly draws on touch therapy. An analysis published in Psychiatry Today found that touch interventions in infants could help regulate stress hormones, body temperature, breathing and liver function. The above client receives “gentle touch” therapy while

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