McDonald’s outlets in China have gone viral on domestic social media for dine-in seats designed for customers who want to eat alone, sparking discussion about social anxiety and changing attitudes toward personal space among young Chinese. 

The seats, arranged along the restaurant’s wall and separated by partitions, offer solo diners a more private space to eat. Though the design has existed for years, it recently drew widespread attention online, where users dubbed the partitions “protection screens against fake intimacy.” 

Young Chinese welcomed the setup, saying it allowed them to eat their burgers in peace.

The renewed attention reflects a broader shift across the country toward products and services catering to people who live alone or prefer minimal social contact, a trend domestic media have labeled the “social anxiety economy.”

A 2023 survey of 1,438 Chinese born between the 1980s and 2000s by online tech news platform youth36kr found that over 80% reported feeling anxious in social interactions.

Businesses have begun responding with offerings designed to reduce friction, from unmanned convenience stores and gyms to AI-based counseling services. According to research firm iResearch, China’s social anxiety economy exceeded 1.2 trillion yuan ($172 billion) in 2025.   

Freshippo, the Alibaba-owned supermarket chain, has introduced “do-not-disturb” signs that shoppers can hang on their carts to signal they do not want to be approached for memberships or promotions. 

Psychologists link the trend to the rise of digital communication, where messages can be edited or deleted and social risks are lower than in face-to-face encounters. 

Editor: Marianne Gunnarsson.

(Header image: Photos of solo seats at McDonald’s outlets in China on Xiaohongshu.)