Chinese netizens wanting a happiness boost can now shop for compliments on social media platforms where armies of people are ready to praise a stranger in exchange for a few dollars.

Key points: Praise groups are usually closed groups that users can join by invite only

Praise groups are usually closed groups that users can join by invite only Netizens can buy compliment sessions for as little as $1

Netizens can buy compliment sessions for as little as $1 Commentators say the people's social needs are moving from offline to online

The "praise groups" — known as kua kua groups in Chinese — are formed by everyday people; some wishing to receive compliments while others want to be paid for giving one.

The groups are the latest craze on apps including WeChat and QQ, which are both owned by internet giant Tencent, and are particularly popular among university students seeking affirmation.

Many groups have also been created by, and tailor to, new mothers, entrepreneurs and singletons — and as Wednesday marked International Happiness Day which aims to inspire and mobilise international happiness, the services are likely to be in high demand.

And these aren't just generic comments either — members in the groups appear to be able to put a positive spin on almost any situation and reply to any comment with a compliment.

For example, one of the more cheesy compliments making the rounds on social media starts with a member saying: "I can't focus on reading — begging for compliments."

Another member responded with: "This means your knowledge level is higher than the book."

Chinese state media People's Daily, which also reported on the growing trend of the mutual compliment groups, cited another example in a university chat group where a netizen said: "I am on a diet, but I ate a cake, compliment required anyway." The response?

"At least you realise you need to lose weight, good enough."

Chinese media reports said the online praising groups originated in 2014 on Douban, a Chinese social media platform where people wrote reviews about films, books and music.

'Easing pressure' and giving people a chance to be happy

A seller on Taobao has listed a five-minute praising session on WeChat for $26.91. ( ABC News )

Tianyu You, head of research at Chinese technology think tank iYiou, told the ABC rapid internet development in China had transformed people's behaviours as their social needs moved from offline to online.

The praise groups have become a digital venue for people's "short-term" needs for socialising, and the anonymous environment was also appealing, he added.

"The comments posted in the groups are mostly negative or very sad but … many of the replies are quite entertaining," Mr You said.

"It may not be an affirmation but it can ease the pressures they're facing in life and gives them a chance to transform their sadness into happiness."

The pay-for-praise trend can also be seen as an answer to the so-called "curse groups" which emerged on WeChat last year — instead of praise, internet users joined the groups to hurl insults at each other.

Praise as cheap as $1 — how does it work?

The praise groups are usually closed groups that users can join by invite only, but users can search for the groups on Taobao, a Chinese e-commerce platform owned by Alibaba.

For between $1 and $27, compliment shoppers can buy a five-minute praising session on WeChat.

After paying for the round of compliments, the seller on Taobao invites the buyer to a private chat group on WeChat where they are showered with compliments from various people.

A statement posted by Tencent's media account on WeChat said some members of the praised groups earned up to 1000 yuan ($210.82) per day.

However, not all experiences have been positive.

Some buyers have given critical reviews of the "dull" and "boring" compliments they've received.

Posting a series of screenshots of the compliments she received, one reviewer with username Zhang Yo said the positive comments were "embarrassing", "awkward" and flowed too slowly.

'We all want to feel like we belong'

Dr Tim Sharp says receiving a compliment means we're seen in a positive light by others. ( Pexels: Mentatdgt )

While the phenomenon of people approaching strangers for praise appears to be unusual, Tim Sharp, founder and "chief happiness officer" at the Happiness Institute, explained to the ABC the psychology behind compliments that made people happy.

Dr Sharp said it came down to people's desire to "feel like [they] belong".

"We're social animals and we're genetically designed, effectively, to connect with others and to do all we can to remain part of the tribe [or] our community," he said.

"Attractiveness and likeability are ways our ties with others are strengthened. I don't mean just physical attractiveness, although that's part of it; but being liked and useful and possessing a range of positive attributes valued by others.

"Receiving a compliment, therefore, indicates that in some way or other we're considered in a positive light by others; and that feels good!"

However, Dr Sharp said he wasn't sure whether the paid compliments would have a genuine positive effect, as the compliments themselves weren't entirely genuine.

Genuine or not, the praise groups have been hugely popular among university students — state media reports said there were at least 20 such chat groups at every university in China.

Lack of praise in education contributing to trend?

Yiming Liu, a Chinese social commentator, believed the students sought compliments because the education system failed to evaluate them fairly.

"There is significant political interference in China's universities, where the evaluation of a student's performance is linked to [their] loyalty in politics," Mr Liu told the ABC.

"If [your views aren't] in line with the ruling [party], you are not a good student in their eyes."

Mr Liu said the chat groups had become influential online spaces for people to connect with each other, but discussing political topics was still risky after Chinese President Xi Jinping's crackdown on the freedom of expression.

"Everyone likes being praised, it is human nature, but in China, [it appears as if] only leaders deserve to be praised," Mr Liu said.

Although the praise groups are currently trending, Mr Liu is among several commentators who have cast doubt on their longevity.

"Users would gradually lose enthusiasm, and authorities would eventually [come to the conclusion that] … large-scale chat groups involving a large number of users might lead to alternative protests in China."