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We live in an era of endless wellness hacks, but sometimes, all you really need is a good scratch. One 32-year-old entrepreneur from Hubei, China, has found a highly lucrative way to help people unwind.
Zhang Xiaoqiao recently launched an itch-scratching chain brand called Suma.
According to South China Morning Post, his two outlets in Shenzhen currently generate a gross monthly income of 100,000 yuan (RM65,000).
At Suma, staff don specially designed pointed nails to gently rake across customers' bodies as they lie face down on massage beds.
The unconventional service costs 300 yuan (RM195) per hour and aims to enhance sleep quality
According to the Xiaoxiang Morning Herald, staff occasionally target specific itchy areas to induce deep relaxation or even elicit laughter from clients.
Zhang is no stranger to the start-up hustle, having tried seven different jobs in a single year after graduating from university. He also founded two struggling e-commerce companies before finding his niche.
The inspiration struck when Zhang watched a viral video of a woman scratching her husband's back. It reminded him of his own father helping him fall asleep the same way when he was a child.
Having no industry blueprint to follow, he researched and developed effective scratching techniques from the ground up.
"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.
He noted that males make up 70% of his clientele, while females account for the remaining 30%.
"Some customers have said our service is more relaxing than a massage, leading to a strong base of returning clients," he added.
While sceptics question the business model, Zhang hopes to establish itch-scratching as a widely recognised profession
The entrepreneur plans to open 100 outlets nationwide, despite some users on Chinese social media remaining unconvinced by the premium price tag.
"Are there really that many people willing to pay 300 yuan for a scratch?" wondered one user.
