Domestic Power, Public Fantasy, and Male Anxiety: The Rise of Matrilocal Husbands in Chinese Digital Media

This article explores the figure of the matrilocal husband, or zhuixu , in the context of contemporary Chinese society. Historically, matrilocal husbands—men who live with their wives’ families—were often viewed with disdain in patriarchal China, as this arrangement was seen to undermine traditional masculine roles and filial duties. Recently, the matrilocal husband motif has resurfaced in China in online literature and digital entertainment forms such as television, web dramas, animation, and computer games. With the technological democratization introduced by the internet, ordinary men have authored stories aimed at those grappling with a masculinity crisis in an increasingly neoliberal China. These stories typically follow a formulaic pattern, expressing male fantasies of recognition and validation, particularly from their wives’ families, and primarily appealing to male readers who can relate to these experiences. This subgenre, unlike previous popular online literature in China targeting young female readers, caters to male audiences, particularly grassroots and middle-aged men. These men derive pleasure from witnessing the male protagonist, once humiliated by his wife’s family, exact revenge. Amidst societal anxiety about success, the matrilocal husband fantasy serves as a mental escape and compensation for grassroots men striving for success in a competitive environment. Resorting to textual analysis and demographic data, the article situates this phenomenon within broader socio-economic and technological shifts. It argues that the matrilocal husband trope serves as both a coping mechanism and a reinforcement of traditional masculinity ideals, and highlights how the matrilocal husband motif in Chinese digital entertainment reflects and addresses contemporary male anxieties. This article underscores the complex interplay between traditional gender roles, modern economic pressures, and the evolving landscape of digital storytelling, providing insights into the multifaceted nature of masculinity in the digital age.