What to know
- “Prince treatment” means men being pampered and emotionally prioritized in relationships, reversing traditional gender norms of chivalry.
- Some believe “prince treatment” is a sign of modern equality, while others see it as entitlement or a loss of old-fashioned romance.
- Social media is fueling the trend, with viral videos and creators sparking conversations—and controversy—about changing dating expectations.
- An expert and some Torontonians agree: healthy relationships require effort and appreciation from both partners, not one-sided pampering.
Once upon a time, chivalry meant opening doors, bringing flowers and pulling out chairs. Now, some men want the same royal treatment they’re giving their dates — and they’re calling it “prince treatment.” So, is chivalry dead, or is it getting a modern makeover?
“Prince treatment” is the male equivalent of “princess treatment,” meaning a man is pampered, emotionally prioritized and cared for in a relationship.
Toronto creator Shaurya Manocha says that in 2026, men should receive “prince treatment”—raising the question of what expectations and gender roles look like in dating today.
@shaurya.manocha “As you should” I’m gonna throw up #funny #dating #single ♬ original sound – Shaurya
So, for this edition of This is Dating Now, we asked Torontonians for their thoughts on “prince treatment,” and if it’s a valid expectation in dating these days.
Read More
- ‘Please smell good’: Pheromone maxxing is the new dating trend, but Torontonians aren’t here for it
- ‘I need someone who is just as obsessed with me’: Aurora Matrix on finding love after dating struggles
- ‘Be chalant’: Canadian reality TV star Dom Gabriel says Toronto dating needs more effort
- ‘I don’t think the generation now even really knows what romance is’: Gen X woman reflects on Toronto dating
- What makes or breaks a relationship? Torontonians and a dating expert on setting healthy boundaries
‘I would want my daughter to have somebody treat her like the princess that she is’: This local says princess treatment comes first
Father and husband Aaron M. says he cherishes his daughter and wife like a princess—and believes “prince treatment” shouldn’t even be a thing.
“I would want my daughter to have somebody treat her like the princess that she is… I take care of her, I cherish her — same thing with my wife,” he said.
“I was born and raised in the 80s and 90s, and the new culture now, where everybody wants to be treated a certain way, but I think there needs to be an understanding that women are the ones who create life, and we as men need to protect and respect that,” Aaron added.
Aaron blames social media for the change in morals and values, and says “prince treatment” has to go—and bring princess treatment back to the forefront.
‘I don’t think ‘prince treatment’ is the right way to go in a lot of relationships’: This dater says chivalry can sometimes feel lost
Dater Xiruo W. says depending on your dating intentions, the man should spoil the woman a bit more.
“If you’re planning on having kids in the future, the woman takes on a lot more responsibility… Putting in all that labour, I don’t think “prince treatment” is the right way to go in a lot of relationships,” Xiruo told Now Toronto.
However, she believes child-free marriages should require both partners to split and do everything equally.
Xiruo has criticized men who can sometimes take “prince treatment” too far.
“I think that if a man expects to be chased and to be given that treatment, I think that may be a little bit hard for him,” she said.
The craziest prince-treatment experience she’s had is first dates where the guy doesn’t pay the bill.
“I feel like chivalry is less of a thing. Everyone’s kind of expected to be treated the same,” Xiruo added.
‘We all deserve to be a prince’: These two Torontonians believe ‘prince treatment’ is the move — depending on circumstances
Toronto resident Liv H. says they believe everyone should receive that treatment—as long as it doesn’t go too far.
“I think everybody should be a princess, princes included. No red flags, except if it’s super extreme,” they said.
Toronto resident Alex Jimenez says “prince treatment” “is one of the best treatments in the world.”
“We all deserve to be a prince… I want to be a prince, and I want to have my princess,” he added.
Jimenez believes everyone should be valued — prince or princess.
What’s an expert’s take on prince treatment?
Founder of matchmaking company Single in the City, Laura Bilotta believes everyone should feel valued and appreciated in a relationship, but a man expecting to receive everything while giving little in return isn’t okay.
“I think there was value in teaching young men to take initiative, be responsible, provide, protect and treat women with respect, and teaching young women what they should expect from a man in return. We’ve moved away from a lot of those traditional expectations, and I think some men aren’t sure what their role is anymore,” Bilotta explained.
“At the same time, men want to feel cared for and appreciated too, and I understand that. The expectation becomes excessive when it turns into entitlement. Wanting to be treated well is one thing. Expecting a woman to constantly cater to you while you don’t take initiative or contribute is something very different,” she clarified.
Bilotta added that some may request “prince treatment” to avoid taking initiative in dating. She added to watch out for red flags, such as a man expecting you to act like their mom.
“If he wants her to cook, take care of him, plan things and constantly make him feel special, but he doesn’t talk about what he’s bringing to the relationship, I’d pay attention to that. That is just no bueno. Traditional roles are a two-way street. If you want a traditional woman, you also have to be prepared to be a traditional man,” she said.
Bilotta added that a man wanting “prince treatment” can be unattractive, saying many women still want men who can take initiative and contribute to the relationship.
“There’s a big difference between a man who appreciates being cared for and a man who expects a woman to take care of him,” Bilotta said.
Bilotta shared that the entire conversation around “prince treatment” started from social media — and that online influence can often lead daters to see finding love as a “checklist of services instead of a partnership.”
“Social media is full of videos telling people what their boyfriend or girlfriend should be doing for them. You see the gifts and grand gestures… My issue with ‘prince treatment.’ If you want to be treated like a prince, that’s fine. But you should also be prepared to treat your partner like a queen,” she said.
