In Vietnam, societal expectations regarding marriage and parenthood have long dictated life milestones. Many young adults face increasing pressure from families to settle down and start families. To address this, a growing trend has emerged—renting partners to temporarily fulfill familial expectations without committing to marriage.
Social Media Drives the Trend
The demand for “rental partners“ has been on the rise with social media acting as the central point for such transactions. Groups make arrangements where people can hire someone to accompany them to family events or social gatherings. However, there are clear boundaries in such arrangements that state no affection or romantic interest is allowed so that a professional relationship exists.
Personal Stories of ‘Hired Love’
One such instance involved Minh Thu, a 30-year-old woman from Nam Dinh province, who hired a man to pose as her boyfriend during a family gathering. “He helped my mother cook and engaged with my relatives. It’s been a long time since I’ve seen my parents so happy and proud,” she shared. The arrangement cost her several hundred U.S. dollars but provided temporary relief from the pressure.
Marriage as a Cultural Milestone
In Vietnamese culture, marriage is often seen as a reflection of parental success, with single children facing scrutiny from their families. The urgency for grandchildren further amplifies this pressure. For many parents, their child’s marital status is deeply tied to their own societal standing and personal fulfilment.
Experts Raise Concerns Over Risks
Experts view the trend as a double-edged sword. While it offers young adults a temporary reprieve, it underscores deeper issues in family communication. Nguyen Thanh Nga, a researcher at the Academy of Journalism and Communication, highlighted that these arrangements are not legally protected, posing risks for participants. “If exposed, families could face significant emotional distress and loss of trust,” Nga noted.
A Need for Better Family Dynamics
Sociologist Dr. Pham Thi Thuy emphasised that the root cause lies in generational conflicts. “Parents often impose their schedules on their children’s lives, leading to disagreements. Marriage should align with the individual’s plans, not their parents’ timeline,” she explained.
Navigating Tradition and Modernity
While renting partners may alleviate immediate family pressure, it sheds light on the need for a cultural shift toward better communication and understanding within families. As Vietnam evolves, balancing traditional values with modern perspectives remains a challenge for its youth.