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The Booming Japanese Rent-A-Friend Business

699 points| Firebrand | 8 years ago |theatlantic.com | reply

255 comments

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[+] hkmurakami|8 years ago|reply
Went into reading this article expecting it to be a one-off, rental boyfriend type deal (that kind of trope is used very frequently in movies/tv shows/manga there), but this way way deeper than I expected. I'm pretty mind blown at how far they are taking this fake/real replacements. Pretty close to some dystopian scifi actually.

>If the client never reveals the truth, I must continue the role indefinitely. If the daughter gets married, I have to act as a father in that wedding, and then I have to be the grandfather. So, I always ask every client, “Are you prepared to sustain this lie?” It’s the most significant problem our company has.

>Morin: You’re offering a more perfect form of reality?

>Yuichi: More ideal. More clean.

This is so Truman Show esque.

[+] avar|8 years ago|reply
Now imagine a future technology where you could undergo some hypnosis / gaslighting treatment to forget you even hired this person.

I.e. pay a lot of money in advance, it's invested and the actor gets paid from the interest. You undergo memory treatment, and now your mother who you see once a week is real as far as you know, but really she's an actor you hired years back because your actual mother died.

[+] freeflight|8 years ago|reply
> Pretty close to some dystopian scifi actually.

But it's not really that surprising, as much as I love Japan, the way they've commoditized casual social interactions has always been downright scary to me.

Hostess club culture might be the most obvious example, but it's only the most well known atop a whole mountain of service industry which revolves around people paying for casual social interactions, which imho belong among basic human needs.

The notoriously strict Japanese social hierarchy probably played a part in the widespread establishment of such practices: Can't show any weakness among social peers, so people rather isolate themselves and even keep their casual social interactions on a "professional level". This also removes the need to keep up with peer pressure in a very dense and very socially competitive environment, just outsource all the venting to a service worker.

I fear in a not so far-flung future this will become more common outside of Japan because high population density probably also played a role in the establishment of these strict social hierarchies and all their resulting woes.

[+] moonka|8 years ago|reply
Same here. I can't help but wonder about the ethical implications of lying to a child about something so fundamental for her entire lifetime.
[+] donquichotte|8 years ago|reply
The TV Series "Dollhouse" also explores this, although there the actors can only be rented on a day-to-day basis and their memory is wiped (OR IS IT?) after every assignment.
[+] blacksmith_tb|8 years ago|reply
It's a remarkable piece. But plenty of 'real' relationships are maintained partly by paying for them, too - think of the friend who always picks up the tab, the boyfriend or suitor who pays for dinner and buys gifts for his lover. A Marxian could even claim that traditional families aren't so different... The temporary nature and upfront pricetag though are distinctive.
[+] AndrewKemendo|8 years ago|reply
We all create our own version of reality, and this is just an intentional, multi person extension of that. That's what most "entourages" are anyway - basically rent a friends. I see nothing wrong with living in a more advanced fantasy land if you can afford it.
[+] gt2|8 years ago|reply
Truman Show yes, but even more like The Wedding Ringer.
[+] sdrothrock|8 years ago|reply
> There was one case of a man in his 60s. His wife died, and he wanted to order another copy of her. We provided that.

This was incredibly poignant to me.

Japanese society can be incredibly restrictive in its social circles; it's too simple for me to imagine a guy in his 60s with few friends, few opportunities to make more friends, and then his only friend and long-time partner dies. It's too easy to imagine how lost and desperate he might be, why he might want this kind of service to create a fake reality to live in.

Some people might read this and think "wow, twisted that people can sell this kind of thing in Japan," but as someone who's lived here for a while, I think "wow, twisted that Japanese society forces people to feel like they need this kind of thing."

I struggle to find any kind of up side to the fact that society enables this kind of service, or rather, that this kind of service is even made necessary. Does anyone else see one?

Edit: To go into a bit more detail, my problems with society enabling this kind of service are really:

1. Social expectations and pressure

2. Lack of mental health care/counseling/options and awareness

[+] wrinkl3|8 years ago|reply
In Japanese business culture, there is a situation where you have to visit a company and say I’m deeply sorry for what I did and just bow and bow. <...> Usually, I accompany a salaryman who made a mistake. I take the identity of the salaryman myself, then I apologize profusely for his mistake. Have you seen the way we say sorry? You go have to down on your hands and knees on the floor. Your hands have to tremble. So, my client is there standing off to the side—the one who actually made the mistake—and I’m prostrate on the floor writhing around, and the boss is there red-faced as he hurls down abuse from above. Sometimes, I wonder to myself, “Am I actually doing this?”

This actually sounds like something that could be spun into a separate startup in Japan - people who will pretend to be you in intense politeness-related scenarios.

[+] krapp|8 years ago|reply
I understand within that culture an apology must be made, and there's a ritual to apology that has to be observed, but I don't understand why an employer would be willing to put up with the ruse. Is there really no social or cultural stigma involved with paying to have someone else to do it on your behalf?
[+] watwut|8 years ago|reply
The better word would be submissiveness-related scenario. Politeness should not require you to accept abuse.
[+] dopamean|8 years ago|reply
I don't mean to be insensitive but that is straight up bizarre behavior. In what way does Japanese business culture benefit from this? I'm open to ideas that it does add something.
[+] seanmcdirmid|8 years ago|reply
On a trans pacific flight many years ago, I remember watching a Japanese movie with exactly this premise. Unfortunately, I can’t remember the name.
[+] cosmic_ape|8 years ago|reply
I think there are a couple of really different types of situations these actors resolve.

The fake groom for a wedding is just a workaround for a cultural issue, maybe not uniquely Japanese. The society requires a groom, so here is one. I wonder how many politicians today have fake family lives due to similar reasons, for instance.

But there are other situations, like fake boyfriends/girlfriends. What the company provides here is trust, sort or removing counter-party risk. The client needs to know that the friend will confirm to certain protocol, will be in a certain way. Many people would do that for free, but the actors are guaranteed to do that. If there was some mechanism to establish that kind of trust without the company, that would be nice. Without that trust, its just the usual dating, of course.

And then, there is a commitment aspect. That man acted as a father for 8 years. The must have been growth in that relationship. The actor and the girl developed an inner world in which they exist, are part of each other's lives, and, the girl at least, relies on him to be there in the future. Many man could probably act as fathers for some time, but 8 years, they'd actually have to want to be fathers.

edit: maybe its worth adding that this is not a suggestion that that business is a good thing overall. Just an attempt at the analysis of why it might be "booming" (if it indeed statistically is).

[+] thisisit|8 years ago|reply
Wow, feels straight out of a Black mirror episode. What really disturbs me is this:

> With a burgeoning staff of 800 or so actors, ranging from infants to the elderly, the organization prides itself on being able to provide a surrogate for almost any conceivable situation.

Infants!! Reminds me of a Jim Carrey movie - The Truman Show.

[+] dgritsko|8 years ago|reply
> Yuichi: We have a huge variation of employees and the dedication to create an experience that surpasses reality. That’s why our motto is “more than real.” We had a case recently where a dying man wanted to see his grandchild, but it would not have been born in time. His daughter was able to rent an infant for the day.

This whole interview was way more gripping than I expected it to be.

[+] barbs|8 years ago|reply
Reminds me a lot of the episode "Be Right Back", where a woman orders an android recreation of her recently dead boyfriend built from photographs and memories. Powerful stuff.
[+] andischo|8 years ago|reply
This interview makes me wonder where we are heading as the human race. The Japanese society, so certainly very different in some aspects, does strike me as a glimpse into the future of western society. Technology has a much bigger impact on the daily life there and I believe that this is one of the main reasons, why (face-to-face) social interactions are becoming more infrequent. What struck me the most from the article was the impression that the customers of this service seem to feel especially lonely - or even more worrysome - that some of them view social interactions as hasselsome and being work. If that is the way humans as a whole start thinking than we will have a lot of problems in our future.

> For them, it’s a lot of hassle and disappointment. Imagine investing five years with someone and then they break up with you. It’s just easier to schedule two hours per week to interact with an ideal boyfriend.

> I don’t have a real girlfriend right now. Real dating feels like work. It feels like work to care for a real person.

[+] sdrothrock|8 years ago|reply
> Technology has a much bigger impact on the daily life there

I see this a lot and I'd like to see what kind of technology you think exists here and has an impact on daily life here that doesn't exist/have an impact elsewhere.

Japanese technology that reaches the west is often the high-concept/prototype kind that definitely does not have any daily impact on anything, urban or rural.

The most ubiquitous pieces of technology I can think of that exist here that do not exist elsewhere are:

1. washlets (fancy bidets)

2. suica (cashless payment via touching a card)

and while neither of those exist as such elsewhere, similar things do... and neither of those really impact Japanese society to such a degree that I would consider Japanese society to be a "glimpse into the future of western society."

To me, Western society seems to be much further along any curve of alienization, with automatic cars and outsourced phone support (Japanese being a niche language, you're almost guaranteed to be talking to a real Japanese person for phone support).

One of the reasons I'm responding to this so strongly is that I dislike the continued "exotification" of Japan as some kind of strange, ineffable future-land and really strive to correct that kind of opinion wherever I can. It's nothing personal, but it only hurts all parties involved when Japan is seen in this light.

[+] astrange|8 years ago|reply
> Technology has a much bigger impact on the daily life there

Strange to say technology has no impact on American lives spent entirely in front of TVs and steering wheels.

[+] gkanai|8 years ago|reply
> Technology has a much bigger impact on the daily life there

Why do you say that? Fax machines are still in regular use in Japan, as are flip phones.

[+] cJ0th|8 years ago|reply
> For them, it’s a lot of hassle and disappointment. Imagine investing five years with someone and then they break up with you. It’s just easier to schedule two hours per week to interact with an ideal boyfriend.

I fail to fully relate to this sentiment. I get that a failed relationship that you've invested huge amounts of time in is heart breaking. It seems logical (albeit unhealthy) to thus stop chasing real relationships. What I then don't understand: Why is having a fake relationship preferable to one that might go south?

Either the "real" relationship turns out to be "fake". In that case the one that is "fake" from the beginning is no better. That is, the upshot is no true soulmate in both cases. Or, the "real" relationship turns out to be great. In that case the acceptance of uncertainty will pay dividends.

To me it seems that these people don't actually want a real relationship because no real relationship can come with the limited amount of attributes they desire. It's like they're complaining about an awesome Italien Pizza because it doesn't match a frozen one.

[+] stickfigure|8 years ago|reply
Can someone confirm that this is real? It reads like (dismal) satire.
[+] mikekchar|8 years ago|reply
I've lived in Japan for nearly a decade and never heard of anything like it. However it seems legit: domain name was registered in 2012 with a Japanese registrar and was renewed in 2015. The company (from their website) claims to have operated since 2010.

It's worth noting that most Japanese people would find this a pretty weird thing, I think -- it's not normal. I can't imagine that it would actually work out well if you got found out.

[+] darren_|8 years ago|reply
Living in Japan for many years and i've literally never heard of anything like this. And it's important to bear in mind that there's a notable tendency for non-Japanese-media to play up the perceived weirdness/wackiness of Japan, particularly when it matches their established narrative (overworking, low birth rate, obsession with 'cute' things, &c &c)

On the other hand my particular social bubble is inherently biased so it could well be this happens all the time and I have no idea.

[+] laurieg|8 years ago|reply
It is real. It has been featured on several national Japanese TV shows, the site has been maintained since 2012

Another commenter posted that the company is listed as "Established April 1 2009" but that is likely just for financial reasons, as April 1st is the start of the financial year.

That said, while the company is real I don't think it is common or in widespread use. I've never had a conversation about such a company or heard of anyone ever using one in the past few years in Japan. Remember, the media often likes to play up the "Weird Japan" angle.

(Of course, if they were doing their job perfectly then we would never know about it...)

[+] knlam|8 years ago|reply
Having been living in Japan for 4 years, i doubt this is fake. Loneliness is huge problems in Japan, you just can't become friends with stranger
[+] greggman|8 years ago|reply
It's fake IMO. The story is probably real but the implication that this is a crazy Japanese thing or that it is common is fake, just like most stereotypes about Japan. Want to see cosplayers? There's way more in the west than Japan. Want to see people dying their hair colors like anime characters? That's a western thing, not a Japanese thing.

The article is about a single company not nationwide trend.

Let me also add that coming from the USA I wasn't familiar with paying for companionship except for the idea of escorts which I've never hired and had mostly been led to believe were just fronts for prostitution.

After leaving the USA I found may countries, including Japan, have host/hostess clubs where you pay to have someone to talk (and flirt) with you. They exist in many countries, not just Japan, nor just Asia. I talked to Ukrainian hostesses in Turkey. My point is paying for companionship is common in much of the world.

[+] ribs|8 years ago|reply
I also would like to see some corroboration. Like, really.
[+] q-base|8 years ago|reply
Halfway through I can't avoid thinking the same - this really reads like an enhanced dystopian version of what may happen in the future.
[+] eighthnate|8 years ago|reply
Almost everything the media writes about japan is exaggerated clickbait. This is true of all "exotic" cultures ( china, india, middle east, africa, mexico, etc ) but for some reason, it's especially true of japan. It's a form of cultural/racial fetishism.

Other countries do that with us too. Foreigners think that all americans carry guns, wave flags and settle disputes with a duel.

The media latches on to a fringe subculture in japan and then paints it as the norm. It would be like japanese media finding some fringe culture like furries and then making it seem like all americans are furries.

[+] chadash|8 years ago|reply
This reminds me of an episode of the podcast Weird Work where they interview someone who works as a bridesmaid for hire. For a fee, she'll help with wedding planning and go as far as flying out to act the part of bridesmaid in your wedding [1].

So this isn't just a Japanese thing. Just as I think that most people in the US would find hiring a bridesmaid in the US to be a little bit weird, I'm sure most people in Japan would feel the same way about the service described here.

[1] https://bridesmaidforhire.com/

[+] pfisch|8 years ago|reply
This is sick. That girl is going to find out one day that he is not her father and she is going to be very fucked up when she realizes her entire life is a lie and she can't ever trust anyone.

I can't believe someone would be willing to do that to someone for $50/hr.

[+] fnwx17|8 years ago|reply
top notch journalism, I couldn't stop until I read the entire article, not skipping any paragraph.

the whole thing is just an interview/dialogue, but it's incredibly captivating

also, you could make three separate movies on existentialism just with ideas from the article.

lastly - the interviewee, he must have such strong philosophical dilemmas

[+] nabla9|8 years ago|reply
Trophy wife relationship might be not so different.

We already have commercial close day to day relationships like daycare, teachers, taking care of elderly. Then we have therapists and prostitution. Many lonely people have only workplace friendships that are more artificial than the importance they have in the life of lonely people.

But these are all fundamentally honest relationships with defined roles in the society. If a mother wants tho hire father figure for her child, I think the relationship should be honest towards the child and not based on lie. "Hired uncle" would be honest.

[+] Naushad|8 years ago|reply
Familia 1996

'Santiago wakes up like any other morning. He goes down to the kitchen and his whole family is waiting for him: it's his birthday. They all sing "Happy Birthday to You" and give him presents. But when he opens the present of his youngest son, he gets angry and says he doesn't like it. The boy starts crying and saying that he loves him, but Santiago answers that he doesn't believe him and he tells the boy that he is fired and that he wants another son, who is thinner, who doesn't need glasses and who resembles him more.'

[+] jhiska|8 years ago|reply
The story seems fake.

Does anyone have a link to this "Family Romance" corporation? Where is the proof?

Why would the guy be so ruthlessly candid about his immoral failings? Why does he talk in a carefully manicured, but cruel and amoral way -- why is he dissing his own product? Why would he plaster his face on The Atlantic when he depends on anonymity? They have 800 employees -- that's large; why haven't we heard of this before? Why is he so knowledgeable about what English-speakers don't know about Japan and so able to help us understand -- has he lived and studied extensively abroad? Why is he able to understand what he does is immoral but is unwilling to change even as it affects him so deeply -- why doesn't he get a new job? What would happen to his clients if he decided to stop working for them -- how legally binding would his contract be? Is he legally obligated to keep lying even if he changes his job -- that's impossible, right? No one is legally obligated to lie. Is the business really "booming" when it seems to be so unknown -- and, in fact, relies on keeping a low-profile for maximum effectiveness? How did the clients find them -- and how did everyone else not find them?

Where are other, reliable articles about this? The only other source I find is The Sun and people have mentioned Yahoo! Answers, which aren't reliable sources. Can someone in Japan confirm this?

It screams of fictional writing.

[+] 11thEarlOfMar|8 years ago|reply
"In an increasingly isolated and entitled society..."

If true, it seems an odd mix of outcomes for a national psyche, but perhaps it can be explained.

How would a society become both isolated and entitled? Are they independent outcomes with independent causes? Correlated by some common cause? Or did one cause the other?

[+] ghostbrainalpha|8 years ago|reply
The article is titled "Rent-a-Friend" but the whole story is about a "Rent-a-DAD" for a little girl.

That is so much different than Renting a Friend....

[+] anvandare|8 years ago|reply
>There are certain memories, yes. There’s a blank sheet, and the client writes the memories that he wants the wife to remember.

>For them, it’s a lot of hassle and disappointment. Imagine investing five years with someone and then they break up with you. It’s just easier to schedule two hours per week to interact with an ideal boyfriend. There’s no conflict, no jealously, no bad habits. Everything is perfect.

The fundamental problem with being human is that there are other humans. They're so unpredictable to deal with. Let's hope the AI finally comes soon, at least you can save/reload those.

[+] anonytrary|8 years ago|reply
Wow, this was a surprising article. I am shocked that they are renting themselves out and lying to children about who their parents are. It's unethical and he speaks about it as if it's just fine.