Vincent's parents 'never say he's good enough' - so he turned to a middle-aged couple online

During mealtimes, Vincent Zhang, a tech worker in Shanghai, has a habit of whipping out his phone to check on his "virtual parents": a middle-aged couple online, armed with an endless stream of warm words for their imaginary child.

In one of their most popular videos, the pair coos to the camera. "Are you tired from work and study lately? Don't push yourself too hard. Mum and Dad know that you have endured a lot."

In the comments, many call the couple mum and dad, telling them about their lives and asking for birthday blessings.

With nearly two million followers on Douyin – China's version of TikTok - Pan Huqian and Zhang Xiuping are among a niche group of content creators called "virtual parents".

They have exploded in popularity, drawing young Chinese followers who feel increasingly squeezed between the pressure of succeeding and the expectations of their families.

"My parents are never the ones who tell me not to drive myself too hard or that I am already good enough," says 33-year-old Vincent. "But virtual parents will ask me whether I am happy today."

The vlogger, Pan, says he has felt the impact of his videos on viewers. He told Douyin in a 2024 interview that he understood some of their pain because he too had a difficult childhood.

At the age of 14, he says he left home to become the family's breadwinner after his mother was paralysed: "I left home for 33 years, and my parents have never said a word of encouragement."