Zhang aims to expand to 100 outlets nationwide; aspires to elevate novelty service into a recognised profession throughout the country
2-MIN READ2-MIN ListenAlice Yanin ShanghaiPublished: 9:00am, 3 Sep 2026A man in southern China has launched an itch-scratching chain brand, generating monthly earnings of 100,000 yuan (US$15,000) from his two outlets.
This surprising venture is spearheaded by 32-year-old Zhang Xiaoqiao, who opened his first itch-scratching store in Shenzhen’s Baoan District in early May, followed by a second location in the city’s Futian District a month later, as reported by the Xiaoxiang Morning Herald.
At these two venues, branded as Suma, staff wear specially designed pointed nails to gently scratch customers’ bodies while they lie face down on beds, similar to a massage setting.
Charging 300 yuan (US$40) per hour, the service aims to alleviate stress and enhance sleep quality. Occasionally, staff will scratch specific itchy areas to help customers relax and even elicit laughter.
“In first-tier cities, people generally experience high levels of stress. As a result, this service is in great demand,” Zhang shared with the media.
Since there are no precedents for this type of service in China, Zhang had to independently research and develop effective scratching techniques from the ground up.
According to Zhang, his two stores collectively generate a gross income of 100,000 yuan monthly and have already reached the break-even point while also starting to turn a profit.
“We serve both male and female customers, with males comprising about 70 per cent,” Zhang noted. “Some customers have said our service is more relaxing than a massage, leading to a strong base of returning clients.”
