With the advance of digitalization, urbanization, and the rise of nuclear families, a growing global issue has arisen: loneliness, the weakening of human connections. According to a report by the World Health Organization (WHO), approximately one in six people worldwide (about 16%) regularly feel isolated or lonely, a phenomenon observed across all age groups, from the young to the elderly. Research also shows that loneliness negatively affects not only mental health but also physical well-being, and even increases the risk of premature death.
Amid this growing social craving for connection, a unique service originating in Japan called “Ossan Rental” has begun to draw attention. This service allows users to rent an ordinary ossan (a middle-aged man) for 1,000 yen per hour as a companion for various purposes—someone to talk to, seek advice from, share hobbies with, or accompany them on outings. Requests can be made online (via phone, LINE, etc.) or in person. Members are registered throughout Japan, offering a wide range of services, including listening to complaints, providing relationship advice, acting as a tour guide, and assisting with daily errands.
As loneliness and mental health issues spread globally, more people are seeking genuine human connection, and the demand for such “companion services” or “paid companionship” is growing. For foreign visitors who may experience culture shock, language barriers, or isolation while in Japan, casual conversation or companionship with a local ossan could provide a sense of comfort and familiarity.
Ossan Rental Overview
Ossan Rental is a uniquely Japanese service that lets you rent a friendly middle-aged or older man for 1,000 yen per hour. Clients use this service for casual conversation, listening and advice, a companion for meals, hobbies, sports events, concerts or sightseeing and more. It is a flexible, consultation-based service that offers a reliable companion for everyday situations.
A Service Focused on People, Not Things
The most prominent feature of Ossan Rental is that its “product” is not a thing, but a person with life experience. Whereas traditional sharing economy or rental services focus on lending goods or spaces, this one offers something rare—renting time with a person. Clients can select a middle-aged man, or ossan, to serve as a conversational partner, adviser, or companion for hobbies and outings.
This service also reflects a uniquely Japanese cultural background. In Japan, older men are often seen as experienced and reliable figures, making them suitable for a wide range of roles—from business advice and relationship counseling to local sightseeing. In particular, using the service to have someone listen to your complaints or just sit quietly by your side can be an effective way to ease feelings of loneliness and disconnection in modern society.
Furthermore, the service is distinctive as an HR platform. The registered ossan come from diverse backgrounds—office workers, artists, entrepreneurs, educators, and more—allowing clients to choose based on their needs. This idea of turning experience and personality into a product represents a new concept not found in conventional rental industries. While it doesn’t involve any patents or proprietary technology, turning the cultural figure of the ossan into a resource and systematizing it as a service makes it truly one of a kind.
A Person You Can Talk to Comfortably
Ossan Rental is widely known as a casual communication service. The most common requests from users are for someone to talk to or consult with. Typical cases include wanting to vent frustrations or discuss romantic or life problems. There are also many requests for simple companionship, such as joining someone for shopping, dining, or a walk—activities that bring users both comfort and a sense of connection.
There are also cases where the service is used for tourism purposes. Some foreign travelers to Japan hire ossan for local interaction or guided tours, and the service has been featured on TV and in magazines as a unique cultural experience. Major international media outlets, including the BBC and Vice, have introduced it as a “Japan-specific social service,” gaining worldwide attention.
Users range widely in age—from young adults to seniors—and appreciate the system as an easy way to build human connections.
The Beginning of Ossan Rental
Source: Ossan Rental Homepage
Ossan Rental was started in 2012 by Yoichi Matsumoto. The idea came from his own awareness, as a man in his forties, of the “weak position of middle-aged men.” At home, they can be seen as a nuisance; at work, they’re no longer relied upon; and in society, they’re viewed as just “ordinary old men.” To challenge this perception and rediscover the value of middle-aged men, Matsumoto launched a service in which he offered himself for rent as an ossan at 1,000 yen per hour.
What began as a half-joking idea received far greater attention than expected. Requests from users quickly diversified—from wanting someone to listen to their complaints or give advice, to wanting company for shopping or dining. It became clear that an ossan could play a more meaningful role than simply existing.
Believing that “the life experience and personality of ossan themselves could be a product,” Matsumoto expanded the service. The official website began registering ossan from various backgrounds, allowing users to select one based on their preferences. As the service grew, it came to be recognized as a way to address issues such as loneliness and a lack of communication in society. It was featured in domestic and international media.
Although the service was born of the irony of middle-aged men's declining social status, its humor and creative approach—turning that disadvantage into a strength—became its foundation.
The Existence of the “Ossan”
Yoichi Matsumoto reasoned that “if society undervalues ossan, perhaps there are people who actually need their experience and humanity.” In practice, as soon as the service began, numerous requests poured in—people wanting someone to listen to their frustrations, offer advice, or simply spend time together—revealing how many people yearn for genuine human connection.
Matsumoto’s vision has two central goals: to make ossan once again valued members of society, and to give users relief from loneliness and anxiety through the comfort of being heard and understood. Through this activity, he aims to shed light on social issues such as loneliness and generational divides.
As a result, Ossan Rental has evolved from a humorous concept into a service that reflects the growing need for emotional support and genuine relationships in modern society, drawing attention both in Japan and abroad.
A Well-Structured System for Safe Use
Source: Ossan Rental Homepage
To ensure users can feel safe when using the service, Ossan Rental is managed under a set of unique rules and systems.
First, participants register on the official website and publish their profiles, including a photo, background, and areas of expertise. Users can review this information beforehand, ensuring transparency and the ability to select a suitable person for their request.
The pricing system is also clear: 1,000 yen per hour (with transportation and meals paid by the user), helping prevent financial disputes. Illegal or dangerous activities are strictly prohibited, and the service is provided strictly within the bounds of wholesome companionship, consultation, and assistance.
In addition, numerous user stories and examples are shared on the official website and in the media, providing social visibility and reassurance for users.
In this way, Ossan Rental is supported by a structure that includes registration, transparent pricing, explicit rules, and public visibility—creating an environment where users can safely enjoy the service.
A Service Unique to Japan
Ossan Rental also has strong ties to Japan’s distinctive culture and regional characteristics. The ossan registered in the service lives all over the country, allowing users to experience different local cultures and lifestyles. Spending time with a middle-aged man from a regional town, for example, provides a glimpse into everyday life and scenery that can’t be found in urban areas.
Moreover, the cultural notion in Japan that “older men = experienced and reliable” underpins this service. These values vary across regions and generations, allowing clients not only to gain companionship but also to experience Japan’s unique social culture and interpersonal dynamics firsthand.
Ossan Rental in the Age of Social Media
Ossan Rental is more than a humorous concept; it offers experiences that genuinely touch users’ hearts. Feedback shared on the official website and in various media indicates that many users felt lighter after having their complaints about work and relationships sincerely listened to, enjoyed meals and walks together during time they couldn’t usually have, and appreciated being shown tourist spots and discovering new perspectives from a local’s viewpoint.
Experiences are also widely shared on social media. On Instagram, users post photos with comments, using hashtags like #おっさんレンタル (#OssanRental) and #人生相談 (#LifeAdvice). On Twitter, people share their consultation or venting experiences, while YouTube features videos documenting requests and impressions. These posts communicate the fun, comfort, and emotional value the service provides.
Foreign travelers and international users have also tried Ossan Rental as a unique cultural experience in Japan. Through interaction with locals, they can enjoy tourism and daily life from a deeper perspective. Such real user stories and testimonials serve as substantial evidence of the service’s originality and social significance.
The Expanding Future of Ossan Rental
Ossan Rental is gaining attention in Japan as a unique service that offers personal time and life experience. With coverage in domestic and international media, the service’s brand awareness and user base continue to expand. Outlets like the BBC and Vice have introduced it as a “distinctly Japanese social service,” increasing interest from abroad. There are also examples of foreign visitors using the service to connect with locals or as a cultural experience, highlighting its value as a form of cultural exchange.
The service can flexibly accommodate various user needs, from wanting someone to listen to complaints or offer advice to asking for company during shopping or dining. With a registration-based system, transparent pricing, and clear rules, users can feel confident when using it. Building on its track record, Ossan Rental is expected to gain further recognition and attract a more diverse user base in the future.
Ossan Rental’s Presence in Japan’s Media Landscape
Ossan Rental has garnered significant attention as a unique Japanese service. It has been featured in TV programs, newspapers, and magazines both in Japan and overseas, where its originality and social relevance have been widely discussed. In particular, it has attracted public interest as a new approach to modern issues like loneliness and weakened interpersonal relationships.
How Japanese Media Amplified Ossan Rental
On social media, user experiences are frequently shared, significantly contributing to the service’s recognition. On platforms like Instagram and Twitter, hashtags are used to share experiences of venting or going out with ossan, helping to increase followers and reach. These posts play an essential role in conveying the sense of safety and enjoyment that the service provides.
Given its uniqueness and social impact, the service is also expected to be applied in collaborations with tourist facilities or regional revitalization efforts.
Through media coverage and social media attention, Ossan Rental has established a solid presence in Japan, and further expansion into new use cases and markets is highly anticipated.
Why It May Appeal in Regions with a High Interest in Japanese Culture
Source: Ossan Rental Homepage
One reason Ossan Rental attracts overseas attention is that it offers time and experience with people rather than physical goods. It may particularly appeal to those living in urban environments prone to loneliness and stress—people seeking a casual conversation partner or someone to talk to in daily life. In modern urban societies, where emotional care and casual conversation needs can’t always be met by family or friends, the service offers an easily understood solution to social challenges.
Markets suitable for overseas expansion include countries with growing numbers of single-person households or elderly populations, especially those in Asia with a strong interest in Japanese culture, such as Taiwan, Hong Kong, Singapore, and South Korea. In these countries, Japan’s unique cultural experiences and community-based services are well-received, allowing Ossan Rental to be promoted as an offering that provides a valuable cultural experience.
Additionally, Japan’s cultural value of “older men = reassuring and experienced” may also resonate with specific overseas markets. If understood not as mere entertainment but as a service contributing to emotional well-being and human connection, it could gain acceptance among local users as well.
Conclusion
Ossan Rental has gained significant attention in Japan as a unique service that offers personal time and life experience. Socially, it addresses the growing needs for emotional care that families and workplaces alone can’t fulfill, amid rising loneliness and stress. Featured in media and on social media both domestically and internationally, the service is gaining recognition and presents a timely opportunity for overseas businesses to take note.
For overseas companies, the advantages lie in leveraging the service’s originality and cultural roots in Japan. For instance, it could be adapted as a new experiential program for visitors to Japan or developed locally as a community-based service, offering clear differentiation from competitors. Furthermore, by utilizing its domestic track record and media exposure, businesses can enhance their marketing credibility and brand reliability.
At the same time, partnerships would also benefit Ossan Rental by giving it access to new markets, opportunities for interaction with foreign travelers and local users, and avenues for broader recognition and new service applications. In this way, such collaboration could be mutually valuable, holding great potential for future market expansion.
FAQ About Ossan Rental
1. What Is Ossan Rental?
Ossan Rental is a Japan-origin communication service that allows users to “rent” middle-aged men as conversation partners or companions for around 1,000 yen per hour. It offers flexible support based on user needs, such as listening to concerns, giving life advice, or accompanying users for meals or walks.
2. Why Did the Idea of Renting “Ossan” Emerge?
The concept was created by Yoichi Matsumoto, who felt that middle-aged men were increasingly undervalued in society. The service aims to reframe their life experience and personality as something valuable.
3. What Types of Requests Are Common?
Many requests involve communication, such as asking someone to listen or provide relationship advice. It is also used for companionship in activities like shopping, dining, sightseeing, or attending events where going alone may feel uncomfortable.
4. Who Uses This Service?
It is used by a wide range of people, from younger individuals to seniors. It appeals not only to those experiencing loneliness but also to people who want to casually talk to a neutral third party or share time with someone.
5. How Is Safety Ensured?
Registered members provide profiles and background information on the official platform, allowing users to review them in advance. Pricing and rules are clearly defined, and illegal or unsafe activities are strictly prohibited.
6. What Social Issues Does It Relate To?
It is connected to issues such as loneliness and weakened social connections. As urbanization and digitalization reduce casual human interaction, the service provides a form of light, accessible human connection.
7. Is It Recognized Internationally?
Yes. It has been featured by international media such as BBC and Vice Media as a uniquely Japanese social service. For international visitors to Japan, it is particularly appealing as a way to experience natural conversations with locals and gain insight into everyday culture through a more personal, informal interaction.
8. Why Do Older Men Provide a Sense of Comfort?
In Japan, older men are often culturally associated with experience and reliability. This makes it easier for people to share concerns with them, especially when they prefer speaking to someone outside their personal relationships.
9. How Is It Perceived on Social Media and in the Press?
Many users share positive feedback online, noting that conversations were easier than expected and emotionally helpful. Media coverage often highlights not only its uniqueness but also its relevance to modern social issues.
10. What Is the Main Value of Ossan Rental?
Its main value lies in enabling people to connect with someone safely and comfortably. Beyond being a rental service, it provides human interaction and emotional support, helping to ease feelings of loneliness.
Related Video
If you're interested in Japan’s unusual rental services, the video below introduces Ossan Rental, a service that allows people to rent middle-aged men for conversation, advice, and everyday support. This video shows how a simple idea evolved into a unique business that reflects modern social needs in Japan.
