Grandma for Hire: Japan Launches OK Obaachan Service

A new service called OK Obaachan — meaning “Okay, Grandma” — is gaining popularity in Japan, offering people the chance to rent an elderly woman for companionship, help with everyday tasks, or simply emotional support. The name combines the English “OK” with the Japanese word Obaachan, which means grandmother.

The OK Obaachan platform officially launched in July 2024. It was created by a company called Kaso Juku, based in Okayama Prefecture. According to its founders, the service aims to keep older women active while providing younger individuals or families—especially those living far from their own relatives—with warmth and attention in a home-like setting.

Through the website, users can browse profiles of available grandmothers, read about their interests and life experiences, and arrange meetings. The services offered range from cooking together and gardening to walking children. Pricing varies depending on the duration and nature of the request.

Currently, around 100 grandmothers are registered with the platform. The company carefully screens participants, looking for warm, reliable women with life experience who can adapt to modern social needs.

One reason for the service’s popularity is socio-economic: in Japan, roughly 25% of those over 65 continue working—often to supplement limited pension incomes. For many older women, OK Obaachan provides a way to remain active, feel needed, and earn income. At the same time, a large number of individuals and families without support increasingly seek such assistance.

OK Obaachan is not the only example of “people for rent” services in Japan. The country is known for a variety of unique offerings tailored to modern social challenges. These include Ossan Rental (“Rent an Uncle”), which allows users to hire middle-aged men for conversation, companionship, or advice; Family Romance, a service offering actors who pose as relatives for weddings, school visits, and other occasions; and platforms where users can rent partners, friends, children, or even bosses. As loneliness becomes more prevalent in Japanese society, such services are increasingly seen as vital forms of social support.