TikTok’s “Princess Boys” and the Concept of “Sharing Masculinity”: A New Masculinity Formation?

Masculinity varies across social and cultural contexts. Although hegemonic masculinity is often considered the dominant form, contemporary studies highlight the existence of multiple masculinities. This study examines princess masculinity/boys , men criticized for displaying sensitivity, sharing expenses, or expecting care in romantic relationships, inspired by TikTok trend In This Generation Men Wanna Be Treated Like a Princess . Using content analysis of TikTok videos, the findings show that men who don’t align with traditional masculine ideals are labeled and disparaged as princesses . However, these behaviors also reflect a desire for emotional reciprocity and mutual support. To avoid stigmatizing labels, this study proposes conceptualizing princess boys as sharing masculinity , highlighting their potential to challenge hegemonic norms and expand understandings of masculine identities.