Momo officially launched its first domestic social application focused on AI companionship, called "Doughnut", on January 13, 2026. This strategic move marks Momo's transition from traditional social forms to the "emotional economy," aiming to gain an advantage in the social market dominated by Generation Z through immersive virtual interaction experiences.
The core feature of "Doughnut" is a highly personalized companionship experience. The app includes various popular character settings, such as "boss," "younger male," and "mature female," allowing users to customize their appearance, voice, and personality, and offers a complete love story from meeting to marriage. In terms of interaction logic, the app introduced two conversation modes: "Vivid" and "Ambiguous." The latter helps users accumulate "heart-pounding points" through emotional tension and romantic dynamics, unlocking deeper social relationships.
In terms of business model, "Doughnut" introduced a consumption mechanism called "Sugar Beans," which users need to use for deep interactions with AI partners, forming the core revenue source of the product.
Although there are existing competitors such as Cat Box and Starfield, the industry believes that Momo's move is a proactive layout in response to the "content + social" trend. Although it remains to be seen whether virtual companionship can provide lasting emotional value, the launch of "Doughnut" undoubtedly demonstrates Momo's firm determination to break through in AI social networking and explore new growth points.
