A delivery company in Henan province has introduced a service that includes kneeling and kowtowing as part of Lunar New Year greetings, drawing attention for its unconventional approach to traditional customs. The offering, launched on February 9 via the UU Paotui app, allows customers to send symbolic gestures of respect through hired personnel performing these acts on their behalf during the Spring Festival period.
The service is presented as an alternative to physical family visits, particularly for those unable to return home. While the company frames it as a modern adaptation of cultural practices, the move has generated debate over the appropriateness of such rituals in a commercial context. The initiative highlights evolving interpretations of tradition in urban China, where technology and logistics increasingly shape holiday experiences.