"60,000 Won Per Hour, Available Anytime": Japan's Popular Grandma Rental Service

Over 100 Participate in 'Okay Grandma' Service
Gaining Attention as a New Perspective on an Aging Society

In Japan, the 'Grandma Rental' service, which shares the wisdom and life experience of the elderly, is drawing attention as a new social experiment beyond being just a unique offering.

On July 12, the South China Morning Post (SCMP) and other outlets reported that the Japanese company Client Partners has been operating a service called 'Okay Grandma (OK Grandma)' since 2011.

Users can hire elderly women between the ages of 60 and 94 at their desired time by paying about 3,300 yen (approximately 30,000 won) per hour, along with a transportation fee of 3,000 yen (about 28,000 won).

While the service is similar in form to the 'rental friend' or 'rental lover' trends that were popular in Japan in the past, its purpose is different. The focus is on sharing emotional support and experience, including practical help such as learning to cook or caring for children, as well as counseling for parenting concerns, guidance in knitting and sewing, advice for resolving conflicts between daughters-in-law and mothers-in-law, acting as a parental figure, and writing letters on behalf of others.

The 'Okay Grandma' service, which has recently gained popularity in Japan
[Image source=Client Partners homepage capture]

Currently, about 100 elderly women are active in the 'Okay Grandma' service, and their level of satisfaction is reportedly high. The women have expressed that they "feel a sense of fulfillment in being able to help someone through work" and that "it makes me feel that I am still a useful member of society."

Client Partners, which planned and operates the service, stated, "At first, we simply wanted to provide jobs for seniors," adding, "But as time went on, we became convinced that this could become a new perspective on how to view an aging society."

They went on to emphasize, "Aging should not be seen as a burden on society, but rather as a structure in which the wisdom accumulated over a lifetime becomes an asset. We will continue to create an environment in which seniors can share their experiences and expertise and remain important members of society."

Meanwhile, according to the Statistics Bureau of Japan, there are approximately 9.3 million workers aged 65 and over in Japan. One in four elderly people continues to participate in economic activity even after retirement.