Man Makes Money Scratching Other People’s Itches: Inside China’s Bizarre New Service Business

A 32-year-old Chinese entrepreneur has turned one of the simplest everyday comforts into a paid service by scratching an itch that is reportedly generating about 100,000 yuan, or roughly ₹14 lakh, in gross monthly revenue from two outlets in Shenzhen.

Zhang Xiaoqiao launched the business under the brand Suma, charging customers 300 yuan (about ₹4,200) for an hour-long session.

The unusual service has already surpassed the break-even point and even turned into profit, according to Zhang, as demand grows among customers looking for relaxation and to partially sleep.

South China Morning Post reported the figures on September 3, 2026.

China’s Itch-Scratching Business

Suma’s customers lie on beds in a setting similar to a massage establishment while trained staff use specially designed pointed nails to gently scratch different parts of the body.

Customers can identify areas where they particularly want attention, while the staff adjust the scratching technique accordingly.

The experience is marketed primarily as a relaxation service rather than as medical treatment.

Zhang told the media, “In first-tier cities, people generally experience high levels of stress. As a result, this service is in great demand.”

He said the business attracts both men and women, with men accounting for about 70% of his customers.

Zhang also said some returning customers consider the experience more relaxing than a conventional massage.

When Did Zhang Start the Business?

The business is relatively new.

Zhang opened his first Suma outlet in Shenzhen’s Baoan District in early May 2026, followed by a second branch in the city’s Futian District about a month later, in June, according to reports citing the Xiaoxiang Morning Herald.

The idea reportedly came to Zhang after he watched a social media video showing a woman scratching her husband’s back.

Comments from viewers suggesting they would pay someone to do the same made him wonder whether the simple act could become a business.

A childhood memory also influenced him, Zhang recalled his father scratching his back to help him fall asleep.

His Previous Failed Ventures

The itch-scratching venture came after several unsuccessful attempts at entrepreneurship.

Zhang, who is from Hubei province, tried seven jobs in the year after graduating from university.

He later founded two cross-border e-commerce companies and entered the social-media industry before moving into his latest venture.

Because there was little precedent for a professional itch-scratching service in China, Zhang said he had to develop the techniques himself, working out how different parts of the body could be scratched consistently and comfortably.

100 Outlets Across China

The two Shenzhen locations are only the beginning for Zhang.

He hopes to eventually expand Suma to 100 outlets across China and establish itch-scratching as a recognized service profession, complete with standardized techniques and trained staff.

An unusual example of how entrepreneurs can turn an everyday need into a specialized service.