Japan now has a service called OK Obaachan, which lets people hire a grandmother figure for about 3,300 yen an hour, roughly 23 US dollars. These women, aged 60 to 94, offer companionship, advice, childcare, cooking, and emotional support. The service began in 2012 under Client Partners and continues to be one of their most popular offerings. Many customers turn to it to combat loneliness or enjoy the warmth of grandmotherly wisdom. For the women who participate, it is a way to remain active, purposeful, and connected to society. Their role has grown beyond novelty, becoming a source of comfort and guidance for younger generations.
Why This Idea Feels So Right in Japan
Japan has a long tradition of honoring elders. The national holiday called Respect for the Aged Day, or Keirō no Hi, is celebrated each September. It began as a local “Old Folks’ Day” in 1947 and became a national holiday in 1966. On this day, people give thanks to older citizens, celebrate longevity, and recognize centenarians in local and national news. At the heart of this practice lies the cultural value of omoiyari, which emphasizes empathy and kindness, especially toward elders. Japanese culture sees older people not just as individuals, but as keepers of wisdom and community values. This explains why a service like renting a grandma feels natural rather than unusual in Japan.
A Deeper Cultural Backdrop, Respect and Hierarchy
Respect for elders in Japan extends beyond holidays. The senpai and kōhai system in schools and workplaces reflects how juniors defer to seniors. The older or more experienced person guides, while the younger shows gratitude and respect. These customs are rooted in Confucian values, which stress hierarchy and duty. Even body language matters, as sitting in seiza, the traditional kneeling posture, is considered respectful in formal situations. Elders are therefore consistently seen as mentors who guide the younger generation. Renting a grandma is another modern expression of this cultural structure.
How the Service Started and Who the Grandmas Are
Client Partners created the OK Obaachan division to highlight the valuable role of older women in society. Around a hundred women, ranging from their sixties to their nineties, currently work with the service. The founders believed that these women’s homemaking skills, parenting experience, and life stories could provide something no other service could. Many had retired or faced shrinking opportunities in the job market, yet still wanted to stay active and needed ways to support themselves. OK Obaachan gave them a professional outlet to use their wisdom and kindness. Rather than fading into the background, these grandmas now step into roles that allow them to remain visible, appreciated, and useful.
What Clients Can Ask an Obaachan to Do
The service offers far more than household help. Clients hire grandmas to cook traditional meals, babysit children, or simply share stories over tea. Some ask for support during personal challenges, such as relationship troubles, moving into a new home, or dealing with grief. Others request company at social gatherings or family events where they feel out of place. A few even rely on grandmas to mediate conflicts or help with difficult conversations, like coming out to family or ending a relationship. The variety of requests shows how versatile the role can be. In every case, the grandmas bring patience, empathy, and a steady presence.
How Clients Book and What It Costs
Arranging a rental grandma is straightforward. Clients reach out to Client Partners through phone or online forms, and the company matches them with a suitable grandmother. The cost is usually about 3,300 yen per hour ($23 – $25 USD), with a separate fee, often around 3,000 yen, to cover travel and preparation. The company operates year-round and aims to accommodate a wide range of personal needs. Privacy is emphasized, and staff carefully review each request to ensure the right fit between client and grandma. Some bookings last only an hour, while others turn into regular weekly visits. The flexibility makes the service appealing to people from all walks of life.
Why the Grandmas Enjoy It Too
For the women involved, this work is more than a paycheck. Many say they feel less lonely, more purposeful, and more valued because of it. Some grandmas describe their joy when children run to greet them, or when adults thank them for heartfelt advice. They also gain financial support at a time when pensions often fall short of covering living costs in Japan. Beyond income, they build friendships, stay mentally sharp, and continue playing an active role in society. By giving their time and warmth, they also receive appreciation and renewed confidence. The service works both ways, offering healing and support for grandmas and clients alike.
Family Rentals Before the Grandma Era
Japan already had a history of renting family-like figures long before the OK Obaachan service launched. As early as 1991, the Japan Efficiency Corporation began offering professional actors to play the roles of family members for clients who needed stand-ins at events or even a listening ear from a “child” or “grandchild”. By mid‑1992, the company was serving around 21 clients, had a waiting list of 84 people, and had received over 400 applications from potential stand-ins.
These services served multiple purposes. Some clients used rental relatives to uphold social etiquette, such as presenting a normal family during weddings or formal gatherings. Others simply needed someone to talk to, to fill emotional voids created by loneliness or strained relationships. Media outlets and scholars noted that this idea reflected the erosion of traditional family strongholds in Japanese society, caused in part by changing work patterns and urban loneliness.
Over time, the concept evolved. Instead of only helping people maintain appearances, agencies like Family Romance began offering deeper companionship. That included acting as surrogate fathers, missing friends, or even someone to take photographs with at social events. What started as a creative solution for social convenience gradually became a modern response to emotional needs and loneliness.
Traditions from Other Lands, How the World Honors Elders
Other cultures also have unique ways of connecting younger people with elders. In South Korea, rental services sometimes provide guests or family stand-ins for weddings, reflecting the cultural emphasis on community presence. In France, programs called Super-grandparents connect children with surrogate grandparents for long-term relationships, giving both parties companionship. In the Philippines, the traditional gesture called mano involves pressing an elder’s hand to a younger person’s forehead as a sign of respect. Indonesia and Malaysia also practice similar customs that reflect reverence for older generations. Across East Asia, the principle of filial piety emphasizes caring for elders, a value deeply rooted in Confucian teaching. These traditions show that valuing older generations is a shared priority across many societies.
A Thoughtful Takeaway
Renting a grandma in Japan is not just a quirky business idea. It is a modern twist on the country’s longstanding respect for age and wisdom. The service gives older women purpose while comforting younger clients in need of guidance or companionship. It blends tradition with innovation in a society that cherishes empathy and connection. Looking around the world, many cultures also honor their elders in distinctive and meaningful ways. Whether through gestures, holidays, or modern services, these practices remind us of the universal value of respecting those who came before us. The rise of services like OK Obaachan may seem new, but at its core, it continues a timeless truth: people of all ages need one another.
Disclaimer: This article was created with AI assistance and edited by a human for accuracy and clarity.
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