Based on ethnographic research conducted in two nursing homes in China, this article examines how institutional eldercare reshapes the expectations and practices of filial piety. It finds that families accept institutional care as a solution to the elderly care deficit. They expect a new division of care between labor and love, assigned to paid care workers and family members, respectively. This ideal of care division is rooted in the “intimate turn” in Chinese family life. Nevertheless, many family members go beyond this care division and remain deeply involved in nursing homes. On the one hand, adult children take on the responsibility to manage surrogate caretakers to improve the quality of care. On the other hand, they continue to provide personal care and companionship. Sharing family time is made the highest priority, especially in the face of impending death. This study goes beyond the binary division between commercial care and family care and sheds light on the transformation of filial piety in the commodification of eldercare in contemporary China.