-A unique service for sharing kindness –
What? Rent a grandmother?
It may sound surprising, but ‘renting a grandmother’ is a real service in Japan.
There are many people who need the warmth of a ‘grandmother,’ such as families raising children, young people living alone, and children without grandparents.
What does the service entail?
‘Renting a Grandmother’ is a service where you can rent an elderly woman for a certain period of time to receive support.
The services offered are quite diverse.
For example, here are some common requests:
- Learn how to cook traditional dishes (such as meat and potato stew or miso soup)
- Wanting someone to listen to life advice
- Wanting someone to accompany them when breaking up with a boyfriend because they feel uneasy alone
- Wanting someone to write a letter in beautiful handwriting (for job applications or love letters)
- Wanting to hear authentic voices for an anime where a grandmother is the main character
When someone wants to rely on someone else but cannot ask family or friends—
that is when a ‘grandmother’ as an unfamiliar yet trustworthy presence is sought after.
Why did this service come about?
The background includes “nuclear familyisation” and “isolation.”
- In cities, many families don’t have grandparents living nearby.
- Neighbourly relationships have become sparse, and the old-fashioned environment where you could rely on your grandmother has disappeared.
- Young parents tend to be isolated, leaving them in a state where they have no one to consult with about childcare issues…
On the other hand, the elderly also:
- Have spare time after their children have become independent.
- They feel a desire to be needed and to be useful
- They also see financial benefits, as pensions alone are insufficient
Both users and providers feel supported, creating a true win-win relationship.
Points that reflect Japanese culture
- The Japanese sense of distance, where people feel uncomfortable asking for help directly
- The feeling that paying money allows them to ask for help without hesitation
- The humorous and gentle impression conveyed by the word ‘rental’
Furthermore, for Japanese people, ‘grandmothers’ are not just elderly people, but symbols of kindness, experience, and a sense of security.
Are there other ‘rental’ services in Japan?
Actually, there’s more than just ‘rental grandmothers.’
In recent years, other unique services that allow people to ‘rent’ others have been spreading in Japan.
For example:
- Rental boyfriends: For people who want to share ‘lover-like time’ through event companionship or counselling
- Rental uncles: Popular as a friendly and reliable ‘third father’ figure for life counselling, conversation partners, and moving assistance
- Rental Friend: A service for those who want to spend time with someone, such as going to a café or shopping together
What they all have in common is the Japanese-style approach to human relationships, where you can connect with people at the right distance when you need them.
By exchanging money, you can rely on them without overthinking it.
This unique way of building relationships is gaining attention worldwide.
Sharing warmth: Japan’s new way of connecting
Though it may seem unusual at first glance, the ‘Rental Grandmother’ service embodies the wisdom of addressing modern societal isolation and reviving traditional, meaningful connections.
The warmth of human connection that technology cannot replace.
The ‘gentle matching’ between those who need it and those who wish to provide it.
That is the charm of this uniquely Japanese service.
Unlocking Japan’s everyday riddles
-Where Japan’s quirks make sense-
