In Japan, a unique service is gaining traction, offering the warmth and wisdom of a grandmother for hire.
Known as OK Obaachan (OK Grandma), this innovative initiative connects clients with women aged 60 to 94 who provide a range of services, from whipping up traditional home-cooked meals to offering emotional support during tricky situations – like breaking up with a partner.
Amid rising living costs and an ageing population, this service not only provides elderly women with meaningful work but also fills a gap for those seeking a grandmotherly touch in their lives.
A Growing trend amid economic pressures
Japan’s cost-of-living crisis has hit seniors particularly hard, with many pensioners struggling to make ends meet. According to recent data, approximately 9.3 million Japanese people over 65 are still in the workforce, representing one in four seniors.
For many, fixed pensions no longer cover essentials, prompting them to seek supplementary income. OK Obaachan, operated by Client Partners ( a women-only handyman company) has tapped into this reality, employing around 100 senior women who bring their life experience and skills to a variety of tasks.
For a fee of 3,300 yen for transportation plus 3,300 yen per hour (roughly AUD 33 total, based on current exchange rates), clients can hire a grandma to assist with anything from household chores to emotional guidance. The service, launched in 2011, has seen a surge in demand as Japan grapples with social and economic challenges, including loneliness and the need for intergenerational connection.
More than just cooking: A wide range of skills
While the idea of a “rental grandma” might conjure images of hearty miso soup or perfectly folded dumplings, OK Obaachan offers far more than culinary expertise.
These women, with decades of life experience, provide services like teaching traditional cooking techniques, mediating family disputes, offering calligraphy skills, and even babysitting.
Their historical knowledge makes them valuable for clients researching Japan’s past, such as students or writers exploring societal changes over time. One of the more unusual requests, highlighted in recent reports, involves clients hiring grandmas to provide moral support during personal milestones.
For example, some have enlisted these women to be present when coming out to family members or navigating difficult breakups. A young person might request a grandma to sit in on a breakup conversation, offering a calming presence or even helping to articulate tough emotions.
As one X user humorously noted, “The ones going out to breakups should get hazard pay too.”This emotional support role underscores the service’s appeal in a society where loneliness is a growing concern, particularly among younger generations who may lack close family ties.
The grandmas’ ability to listen without judgement and offer seasoned advice has made them invaluable to clients facing life’s challenges.
Why grandmas? The client partners model
OK Obaachan is a women-only service, reflecting Client Partners’ focus on empowering women by connecting them with flexible job opportunities. Beyond grandmas, the company offers rental services for other female family members or friends, catering to a variety of needs.
This gender-specific model stems from cultural perceptions in Japan, where older women are often seen as nurturing figures with a wealth of domestic and interpersonal skills.However, the absence of a “grandpa” equivalent hasn’t gone unnoticed.
Some online commentators have expressed disappointment, with one X post lamenting, “Poor grandpas… There’s no rental service for them.” In reality, services like Ossan Rental – which rents out middle-aged men, including those in their 60s and beyond – fill this gap, offering similar companionship and support, albeit with a different vibe.
Public reaction: Mixed feelings and social commentary
The concept of renting a grandma has sparked varied reactions online. Some see it as a brilliant solution to both economic and social issues. One commenter on X praised the service, saying, “I think it’s important to feel needed.”
Others are more sceptical, with concerns about the reliability of individual grandmas or the ethics of “people-rental” businesses. “All of these people-rental businesses make me uneasy,” one user wrote.
The service also highlights broader societal trends in Japan, where an ageing population and declining birth rates have led to innovative solutions for social connection. Similar services, like renting boyfriends, girlfriends, or even fake family members for events like weddings, have emerged to address loneliness and cultural expectations.
For instance, a 2018 article noted that such services tap into universal concerns about kinship and unconditional love, offering a practical yet unconventional solution.
A win-win for seniors and society
For the grandmas themselves, OK Obaachan offers more than just a paycheque. It provides a sense of purpose and community engagement, allowing seniors to share their skills and stay active.
As one X user observed, “These days, there are a lot of healthy people in their 60s. They can still do a lot.” This aligns with Japan’s broader push to redefine retirement, with initiatives like Sendai’s senior food programs showcasing how older adults can contribute to society in meaningful ways.
For clients, the service offers a unique blend of practical help and emotional support. Whether it’s learning to make a family recipe, navigating a tough breakup, or simply enjoying a chat with someone who’s seen it all, OK Obaachan delivers a grandmotherly experience that’s hard to replicate.
As Japan continues to innovate in response to its demographic challenges, services like this highlight the value of human connection, rented or otherwise.
