Cuddling Service to Combat Loneliness in High Demand: ‘Waiting in Line’ for a Week to Be Hugged for One Hour

To receive a one-hour hug to alleviate loneliness, many customers at the Ania Od Przytulania center have to book an appointment and wait for a week.

Polish entrepreneur Aleksandra Kasperek realized that sometimes people just need a comforting hug to feel that life is better. In 2023, she founded Ania Od Przytulania, a center offering professional hugging services in the city of Katowice.

After two years of operation, the center has become very popular, with a long list of lonely clients waiting for a hug at Ania Od Przytulania.
“I enjoy challenges and creating something new, but I didn’t expect so many people to be interested in this service,” Kasperek shared in an interview on National Hugging Day, January 6th.

Middle-aged people, aged 40 to 60, make up the largest group of clients at Ania Od Przytulania. Many regulars come every week to receive a one-hour hug to help relieve loneliness and other issues. Kasperek also mentioned that due to the high demand, clients often have to book appointments several days or even a week in advance.

Aleksandra Kasperek has earned a certification as a physical therapist and massage specialist to run her center.

Hugging sessions usually begin with a handshake, an introduction, and sharing information before moving on to the main event. At the end, Aleksandra typically asks clients the reason for their visit to adjust the hugging experience to their needs.

“After the introduction, I ask the clients about their health condition. Do they have a sore throat or a runny nose? Are they affected by alcohol or stimulants? Clients must also carefully read the center’s hugging rules,” Kasperek explained.

Among the rules is a clause stating that if a client engages in inappropriate behavior, the hugging session will immediately end.

A one-hour hugging session costs about $37 (around 940,000 VND). Kasperek mentioned that she not only hugs the clients but also converses with them as a professional therapist. “Clients talk to me about their life issues as well as achievements. People always want to feel important and appreciated,” she said.

Many people feel lonely in life and just need someone to hug and talk to in order to feel better.

Clients are also offered pastries, coffee, tea, hot chocolate, or a glass of wine during the hugging session.

Kasperek said many of her clients have experienced psychological trauma and are afraid of emotional intimacy. Some are even afraid of romantic relationships and only need a hug to feel understood.

When asked about the benefits of hugging, Kasperek explained: “By gently stimulating the senses, feelings of anxiety and sadness disappear, making life more comfortable.”

Many surveys also show that real hugs have a healing effect. Hugging helps reduce the stress hormone cortisol and addresses issues related to blood pressure.