In Tokyo, Takanobu Nishimoto started an "old guy rental" service 13 years ago to help older men feel more valued. People can rent these men for around $7 an hour. At first, some thought it was strange or even creepy, but over time the service has become more accepted. Now, many people use it to talk, get advice, or just spend time with someone.
Nishimoto, who is also a fashion consultant, wanted to change how society sees older men because he believes they have a lot to offer. The service has helped many older men feel useful again, and some have even become popular with regular clients. People rent them for different reasons, like needing someone to listen, help with tasks, or just to hang out.
Source: Mainichi