In Japan, renting services for homes, cars, and clothing are common, but an unusual trend is gaining traction—renting family members. This concept, which began around 30 years ago, has rapidly expanded, offering individuals the chance to “hire” temporary relatives for various personal and social needs.
The Rise of Rental Family Services
The industry was pioneered in the 1990s by a Tokyo-based company called Family Romance, founded by Ishii Yuichi. Initially created to provide companionship to those struggling with loneliness, the business has grown significantly. Today, Family Romance employs around 1,200 actors who take on different roles, including parents, siblings, spouses, and even children.
Yuichi himself has played the role of a “father” for more than 25 families and a “husband” for over 600 women, despite not being related to any of them. The company specialises in providing temporary family members for those who seek companionship, emotional support, or a sense of belonging.
Why Do People Rent Families?
Initially, rental family services were primarily used by individuals living alone. However, over time, people have started hiring temporary family members for different purposes, such as:
- Attending weddings or funerals
- Participating in social events
- Acting in films or television dramas
- Overcoming loneliness
- Gaining emotional support
How Much Does It Cost?
The pricing for these services varies depending on the number of family members rented and the duration. Generally, hiring a family member costs between 5,000 yen to 20,000 yen per hour. This allows clients to customise their experience based on their emotional and social needs.
The Growing Demand and Controversy
With an increasing number of people in Japan living alone due to work or personal circumstances, the demand for rental families has soared. Many individuals use these services to fill the emotional gap caused by separation from real family members.
However, the concept remains controversial. Critics argue that relying on artificial relationships could devalue real family bonds and deepen social isolation. Some believe that such services reflect a larger issue of loneliness and disconnection in modern Japanese society.
Expanding Beyond Japan
While the exact number of people using rental family services remains unclear, experts estimate that hundreds of thousands of Japanese citizens have tried it. Due to its popularity, similar businesses have emerged in South Korea and China, indicating that this industry is no longer confined to Japan.
What Can You Rent in a Family?
Rental family services offer various roles to meet different needs. Clients can choose from:
- Parents – Offering guidance, support, and participation in family activities.
- Siblings – Acting as brothers or sisters for companionship and outings.
- Spouse – Providing companionship, attending social events, or even going on romantic dates.
- Children – Engaging in playful activities and spending time with clients as a temporary family.
A Unique Yet Divisive Trend
While rental family services provide comfort to those feeling isolated, they also raise concerns about the future of genuine relationships. Whether this industry will continue to grow or spark deeper debates about social connections, one thing is clear—Japan’s approach to combating loneliness is both innovative and controversial.