A Chinese entrepreneur in his 30s has drawn attention after building a business that scratches an itch — literally — for exhausted, sleep-deprived office workers, generating monthly revenue of nearly 20 million won.
Zhang Xiaochao, 32, a native of Hubei Province, opened the first outlet of Suma, a brand specializing in back-scratching services, in Shenzhen, Guangdong Province, in early May, Hong Kong's South China Morning Post reported on the 3rd. Customers arrived faster than expected, and a second location opened within a month.
The service resembles a massage parlor. Customers lie face down on a bed while a staff member, wearing specially made long and pointed fingernail tools, gently scratches the back and other parts of the body with steady pressure.
An hour costs 300 yuan, or about 57,000 won. That is no small sum for a back scratch, but word of mouth among stressed office workers has kept a steady stream of customers coming.
"The focus goes beyond simply relieving itchiness — it is about easing psychological tension and alleviating insomnia," Zhang said.
Combined monthly revenue at the two locations now exceeds 100,000 yuan, or about 20 million won. The business has already recovered its startup costs and is turning a profit, according to the report. Men account for about 70% of customers and women 30%.
"Office workers in big cities like Shenzhen are under extreme work stress," Zhang said. "Word has spread that the stimulation is gentler than conventional acupressure massage and helps people fall asleep, so the number of regulars keeps growing."
Zhang went through repeated setbacks before landing on the idea. In the year after graduating from college, he changed jobs seven times, and in his late twenties he tried ventures including an overseas direct-purchase platform and a new media content business, both of which failed.
He found the opening on social media. One day he came across a short video of a wife scratching her husband's back, and the comments were filled with remarks such as "I would pay money to get this every day."
That reminded Zhang of falling asleep quickly as a child when his father gently scratched his back, and he began developing the idea of turning back-scratching into a professional service.
Because nothing like it existed, preparation was difficult. He personally made fingernail-shaped tools designed to deliver enough stimulation without breaking the skin. He also tested the pressure, sequence and path of the scratching motions repeatedly to refine the technique.
The unusual business has drawn mixed reactions online in China. Some users expressed interest, writing that they wanted to open a branch in Shanghai and asking to be taught the technique, or saying it looked more refreshing than a massage. Others questioned whether the business can last, asking how long a fad in which people pay 300 yuan for a back scratch can continue.
Zhang plans to expand despite the skepticism around him. "I have heard plenty of jabs asking whether scratching other people's backs is a real job," he said. "My goal is to grow to 100 stores nationwide and establish back-scratching as a legitimate professional service."
