In China, men are charging as much as 600 yuan (S$126) a day as boyfriends-for-hire for Chinese New Year.
Chinese forum Baidu Tieba has a special section for male users to advertise themselves.
There are more than 6,000 posts, most of which belong to young men renting themselves out. Others belong to women looking for a man to take home for the Chinese New Year holidays.
One post screams: "So irritating! I want to rent a boyfriend and bring him home to ward off my parents!"
This user, who goes by the name "fqc122", had only one requirement - her "boyfriend" must be tall.
She claimed she wants to rent a boyfriend so that she could "enjoy the festive season".
Her post has garnered more than 50 replies from interested "boyfriends".
Hers is not a rare case - there are many other female users who have replied to listings, or set up a thread looking for the man of their dreams - one they can take home to keep nosy parents at bay.
Most of these young men are in their 20s and early 30s.