Japan is home to many innovative services. One is the “ossan rental,” through which people can “rent out” a middle-aged man to do various activities with them. It might sound unusual, but it goes beyond a financial transaction. The person offering the service can share their presence and skills with others, while the client receives their advice and spends time with a wonderful person. Continue reading to learn more about why this business started, the person behind it, and how you can rent your ojisan in Japan.
What is an “ossan”?
Ossan and ojisan have the same meaning, but their usage and intent differ. In Japanese, “ojisan” means “uncle.” It is written in different kanji depending on whether the uncle is older or younger than your parent. However, “ojisan” is also used for middle-aged men (40 or older). It is a polite way of addressing them, which is no surprise given Japan’s focus on respecting one’s elders.
In contrast, “ossan” is much more informal and sometimes used negatively. Because of stereotypical portrayals in shows and literature, middle-aged men have gained a reputation for being lazy, uncool, or even creepy. Not only does it cause younger people to avoid or mistreat them, but it also lowers the ojisans’ self-esteem and sense of purpose. These stereotypes widen the gap between generations, hurting everyone in the process.
How did the Ossan Rental get started?
The Ossan (Old Man) Rental has been operating for 13 years as of 2025. It is the brainchild of Takanobu Nishimoto. It all started when he overheard some female high school students on a train calling a middle-aged man “creepy.” These words and other harmful comments saddened Nishimoto; he’d often heard these sentiments about men in his age category. Then, he thought of a way to make older men “cool” again: he would rent himself out.
For two years, Nishimoto took requests from various people, talking with them and listening to them discuss different topics. After he was interviewed on TV, other men expressed interest in joining the rental business. As of this writing, 70 “old men” are now available for rent through Nishimoto’s website. The service has appeared on news shows, in manga, and in the 2020 comedy series Kotaki Kyodai to Shikuhakku (Kotaki Brothers and Four Struggles).
What has been the reaction?
Thanks to the televised interviews and ongoing coverage, especially on social media, Ossan Rental has reached a national audience of clients and future ojisans. About 80% of rental requests come from women in their 30s and 40s, though many are even younger. Some ask for advice or interview practice, while others want to do an activity together or even have a meaningful conversation.
The clientele isn’t just limited to local Japanese renters. Tourists and foreign residents also rent out uncles to practice their Japanese, visit izakayas, or tour the neighborhood together. American author Aija Mayrock was one of those clients; in 2024, she tried out the Old Man Rental and shared her experience on Instagram. Mayrock’s activism includes anti-bullying and anti-ageism; this video was part of her “Aging Around the World” series.
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How do I rent an ossan?
As we mentioned earlier, are currently 70 people available for rent (as of May 2025) across Japan for 1000 JPY ($7 USD) an hour. They have all been carefully selected through an ID check and extensive interviews. Each ojisan has a bio and description of his hobbies and skills, as well as any additional costs that must be covered. The process is simple: add a person to your cart, pay online, wait for their email, and plan your time together. (You can also order over the phone.)
Rules and Etiquette
While there are various fun activities you and your old man can do together, rules must be followed on both sides. Some requests cannot be made, such as inappropriate touching, illegal or immoral acts, or commercial requests (such as reselling). The ossan cannot ask for personal information; only your name and email will be shared with him. Finally, he cannot contact you after the rental period ends. If he receives three complaints, the ojisan will be fired.
Why should I try out the Ossan Rental?
Renting an ossan is an excellent way to familiarize yourself with local Japanese culture, especially if you’re visiting or have just moved to the country. Even if you’ve lived there for some time, meeting people as a foreign tourist is not easy. The service lets you establish a meaningful connection, even for an hour.
Finally, this service will brighten your day and the ojisan you rent. You’ll also gain trust and respect by sharing your time with each other. And no matter the age or experience gap, there’s something to learn from and appreciate about each other. It’s an excellent concept that everyone, whether from Japan or just visiting, needs to try out.
Japan’s Old Man Rental is a unique way to show appreciation for middle-aged men. Instead of feeling unwanted or unloved because of societal misconceptions, ojisans can share their life experiences and talents with clients, while younger people can have fun with their elders. Share your experience in the comments.
Cited Sources
- Instagram/Ajia Mayrock “Ojisan Rental“.
- Ossan Rental. “Information Page“.
- CNN. “Middle-aged men for rent in Japan“.
