Women Hire 24 Helpers to Ascend Mount Tai, Prompting Debate Over Luxury Tourism and Gig‑Economy Services

The episode, which quickly set Weibo alight, offers a stark illustration of how conspicuous consumption, the gig‑economy and a longing for curated experiences are intersecting on a hill that, for millennia, has symbolized perseverance in Chinese culture. It also raises questions about the nature of tourism, labor practices and the limits of “luxury” in a public space that most citizens still regard as a site for modest, personal challenge.

The climb in detail

According to statements collected from the hired companions, the group of 24 men and women ranged in age from 19 to just under 26. Their duties went beyond the ordinary guide‑service, which typically includes navigation, safety tips and occasional encouragement. In this case, the “pei pa” — a term that has sprung up on Chinese short‑video platforms to denote hired helpers for a variety of activities, from dining companions to exercise partners — were instructed to fan the women with handheld fans, press their legs, provide light massages, and keep the mood buoyant with jokes and song.

One of the helpers, who identified himself only as Mr. Guo, told reporters that the women’s primary request was “to make the climb as pleasant as possible.” He added that the companions covered the women’s food and drink costs, and that the group was even tasked with lifting a child — reportedly weighing 40 jin, roughly 20 kg — for the entire ascent so that the child’s feet never touched the ground. The “pei pa” alternated between carrying the child on a makeshift hammock and supporting it on a stretcher‑like frame, all while smiling for a live‑stream camera that was apparently operating at the start of the climb.

Why the story went viral

The combination of high expenditure, a massive entourage and a public setting made the episode ripe for social‑media amplification. Netizens on Weibo seized on the phrase “钱能买一切” (“money can buy anything”), dubbing the women’s approach a display of “钞能力” (“money power”) — a colloquial way of admiring someone’s financial clout. Posts ranging from amused admiration (“If I had money, I’d get 24 people to carry me up too!”) to sharp criticism (“Mount Tai is a symbol of perseverance, not a stage for champagne‑tourists”) flooded the platform.

Some commenters highlighted the novelty of the “pei pa” industry itself, noting that the practice of hiring companions for various recreational tasks has evolved into a niche gig‑market, especially among young people who see it as a way to earn supplemental income. A prevailing joke likened the hired group to “former princes and young masters turning into fitness side‑jobs,” underscoring the perception that the work is low‑skill, high‑visibility, and well‑paid.

Yet the exuberant spectacle also spurred a wave of skepticism. A segment of users pointed to the conspicuous presence of cameras, the polished coordination of the 24 companions and the timing of the event — all hallmarks of a staged promotional stunt — and suggested that the climb might have been staged to harvest online traffic for the burgeoning “accompanying” service market. Others raised ethical concerns about the allocation of public resources, warning that a large, coordinated group could impede the access of ordinary hikers and strain the mountain’s facilities.

Cultural and social undercurrents

Mount Tai, or 泰山 (Taishan), occupies a revered place in Chinese heritage, featured in imperial rites for over two millennia. The mountain’s summit, known as the “Heavenly Seat,” traditionally demands a physically demanding trek that tests stamina and resolve — a narrative that resonates with a broad swath of Chinese identity. In this context, the act of paying a brigade of helpers to bypass the exertion runs counter to the mythic imagery of personal struggle.

The dissonance sparked a larger conversation about contemporary values: is it acceptable, even desirable, to outsource “hardship” for the sake of comfort, or does doing so erode a cultural cornerstone? Some users suggested that the women’s decision reflects a broader shift toward experiential consumption, where the emotional payoff of a unique moment is quantified in cash. Others warned that it exemplifies widening wealth gaps, an indulgence that many ordinary citizens cannot replicate, thus reinforcing social stratification.

A smaller but notable voice on the platform attempted to humanize the women, noting that the hired companions were primarily students trying to earn tuition money, framing the arrangement as a mutually beneficial exchange rather than a purely ostentatious display.

Implications for the tourism sector

Beyond the immediate fireworks of a viral post, the incident may signal the rise of a new niche in Chinese domestic tourism. “Accompanying” services have already proliferated in arenas such as livestream shopping, fitness classes, and even dining experiences, where the promise of companionship or assistance is marketed as a premium offering. The Mount Tai episode underscores how this model can be transplanted onto outdoor recreation, offering both economic opportunities for young workers and a new revenue stream for operators catering to affluent travelers seeking tailored comfort.

Nevertheless, regulatory ambiguities loom. The event highlighted an absence of clear guidelines governing the provision of such services on publicly owned landmarks, raising questions about licensing, safety standards, and the responsibility to ensure that commercial activities do not compromise the integrity of the site or the experience of other visitors.

Conclusion

While the two women’s ascent may be dismissed as a brief spectacle, the ripple it generated illuminates a crossroads of consumer culture, labor innovation and heritage preservation. As Mount Tai continues to draw thousands of pilgrims each year, the sight of a glittering entourage of “pei pa” will likely remain an outlier — a moment when the mountain’s ancient rites were eclipsed by a modern display of financial muscle and curated comfort. Whether this marks the birth of a lasting trend or simply a viral anomaly will depend on how authorities, tourists, and the gig‑workers themselves negotiate the balance between indulgence and authenticity in China’s evolving travel landscape.