In a uniquely Japanese initiative that blends compassion with creativity, a new service called OK Grandma is gaining popularity across the country, offering people the opportunity to rent elderly women for a range of household and emotional needs.
Launched by the Tokyo-based company Client Partners, the service enables customers to hire grandmothers aged between 60 and 94 years for tasks such as cooking, cleaning, offering relationship advice, and providing companionship. Some clients even invite grandmothers to attend social gatherings, weddings, and sporting events to bring a familial atmosphere to the occasion.
The concept is being widely praised not just for its novelty but for offering purpose and social engagement to Japan’s ageing female population. According to local media reports, the grandmothers are carefully selected and trained to provide not just practical assistance but also emotional comfort—something many in Japan’s increasingly isolated urban society find lacking.
The service charges approximately 3,300 yen per hour (equivalent to around Rs6,310), with an additional 3,000 yen for transportation and other costs.
While it may sound unconventional to some, the service addresses two pressing issues in modern Japanese society: the rising demand for emotional connection in urban environments and the challenges faced by a rapidly ageing population. Japan, already known for having one of the world’s oldest populations, reports that one in four people over the age of 65 remains in the workforce.
By offering them a meaningful way to remain active, OK Grandma not only serves clients but also empowers elderly women to maintain a sense of purpose, social belonging, and financial independence.
Experts say such services reflect a growing trend in Japan where social innovation is being used to tackle demographic challenges. Sociologist Mariko Tanaka, commenting on the initiative, said, “This is more than a business—it’s a bridge between generations, helping to reweave the social fabric that has become frayed in many urban settings.”
