As Japan’s ageing population and urban loneliness increases, the “Ok Obaachan” (or “Rent-a-Grandma”) service is gaining popularity. Launched by the Tokyo-based company Client Partners, the service enables customers to hire grandmothers aged between 60 and 94 years for tasks such as cooking, cleaning, offering relationship advice and providing companionship. Clients pay around ¥3,300 (around £16.60) an hour with an additional ¥3,000 for transportation and other costs.

The service thrives on diverse requests, from teaching calligraphy to babysitting, and from mediating family disputes to providing support during emotionally delicate moments like breakups or coming out to family members. Some even hire grandmas to attend weddings or sports events.

While many welcome this innovative solution to loneliness, critics question whether renting familial roles blurs emotional authenticity and risks deeper isolation if the relationships remain transactional.