Tokyo Firm Offers Unique Service: Rent a Grandmother for $60

In a striking blend of innovation and social care, a Tokyo-based company called Client Partners has introduced a service allowing individuals to rent a grandmother for $60 an hour. Marketed as OK! Obaachan (OK! Grandmother), this initiative aims to provide companionship and support, particularly for those seeking a nurturing presence in their lives.

At the heart of this venture is Taeko Kaji, a 69-year-old woman who has embraced this unique job opportunity. Kaji describes her work as a source of activity and fulfillment, highlighting the positive impact it has on her life. The company, led by Turi Kanazawa, exclusively employs women, which, according to Kanazawa, has significantly expanded their market reach. She explains that simply including the word “woman” in their branding unlocked a host of opportunities in a previously saturated market.

Empowering Older Women

The initiative is particularly notable in the context of Japan’s demographic challenges and gender dynamics. Kaori Okano, a professor of Asian and Japanese studies at La Trobe University, emphasizes that OK! Obaachan offers valuable job opportunities for older women, many of whom have been marginalized in the workforce due to traditional family responsibilities. According to Okano, these roles provide a sense of self-realization for women who may have spent years in caregiving roles without recognition or financial independence.

Japan’s retirement system often leaves women at a disadvantage. Many are only eligible for pensions through their husbands’ contributions, which can limit their financial security after years of unpaid family care. The country has one of the most significant gender wage gaps, and Eriko Teramura, a professor of Human Resource Management and Labor Economics at Meikai University, expresses hope that initiatives like OK! Obaachan could help shift these dynamics by creating jobs specifically for older women.

Addressing Labor Market Challenges

The OECD has raised concerns about declining labor force participation rates impacting economic growth in Japan. In response, the Japanese government has enacted the Act to Promote the Active Participation of Women in Professional Life, set to take effect in April 2026. This legislation aims to ensure a balanced representation of women in management roles and increase transparency regarding wage disparities.

The OK! Obaachan service taps into a growing demand for companionship and support. Clients can hire grandmothers to assist with household chores, offer life advice, or simply provide companionship. Kanazawa notes that the company employs between 300 and 400 women who bring a maternal warmth to their roles, catering to a clientele that appreciates the nurturing aspects they offer.

As more women like Taeko Kaji take on these roles, the potential for change in societal perceptions of older women in the workforce becomes evident. The opportunity for self-fulfillment through caregiving roles not only benefits the workers but also enriches the lives of those they help. By redefining traditional roles, OK! Obaachan is making strides toward a more inclusive and supportive environment for older women in Japan.