Cafe ‘maid assistant’ services targeted
Chinese authorities are cracking down on businesses in the tabletop gaming and esports cafe sector that promote services like “maid-style kneeling service” and “maid assistant”, which officials say demean women and violate their rights.
The Supreme People’s Procuratorate, the All-China Federation of Trade Unions and the All-China Women’s Federation released details of 12 cases on Monday aimed at protecting the rights of women and children.
One case involved authorities in Yiwu, Zhejiang province, who uncovered the maid issue while investigating a sexual assault case in March last year.
Prosecutors found that several gaming cafes were advertising “maid-style kneeling service” and “maid assistant” services on social media. Some videos garnered over 5 million views, raising concerns about their societal impact.
The advertisements depicted women performing servile acts such as kneeling to serve tea, feeding customers, providing massages, and bowing while welcoming them as “masters”. Officials said such practices were degrading.
Some businesses offering the services lacked proper systems to prevent sexual harassment, leaving female employees vulnerable.
The Yiwu procuratorate determined the practices violated the Civil Code, the Law on the Protection of Women’s Rights and Interests, the Law on Advertisement and other regulations.
Public hearings involving experts agreed the services violated social norms and harmed women’s dignity.
In October, the Yiwu procuratorate issued recommendations to local market regulators and cultural tourism departments urging increased supervision of advertising that demeaned women and inspections of businesses offering improper “maid” services. The Yiwu Public Security Bureau was also advised to enhance security management at related venues.
Subsequent inspections led to the removal of numerous advertisements and videos, and some entertainment venues established sexual harassment prevention systems.
The Supreme People’s Procuratorate highlighted the case’s significance in the use of public interest litigation to safeguard women’s rights.
It said new entertainment industries, like esports and tabletop gaming, have created new service formats like “gaming assistants”. However, the lack of clear industry regulations and inadequate oversight had led to violations of public order and women’s rights.
Authorities are using public interest litigation to work with women’s federations and urge multiple departments to fulfill their legal obligations, promoting a collaborative approach to protecting women’s rights and regulating the development of new industries.