A new service is gaining popularity in Japan - OK Obaachan, or granny-for-hire. Women aged 60-94 are hired for around 3,300 yen per hour (20 USD) plus transportation to look after young children.
The Client Partners program currently includes 100 elderly women offering practical help – cooking, babysitting, housework, calligraphy – and even emotional support, including mediation in family disputes, helping clients through separations or supporting parents. The service reflects a significant shift in Japanese society, where around one in four people over 65 continue to work, both out of financial need and a desire to stay active, known in the country as "ikigai." The service is also part of a wider trend in Japan of "rental family" services, where people can hire surrogate relatives, friends or other roles to cope with social isolation and changing family patterns.