The People Rental
Philosophy
Why do we "rent out" families?
Here lies the answer born from years of confronting that question.
Core Philosophy
"Ideally, a service like this
shouldn't need to exist"
This is the fundamental belief of Yuichi Ishii, who has been running the people rental business for over two decades.
The ideal society is one where everyone has a real family and never feels lonely. But in reality, there are people who need a family for various reasons.
Our service may be a "necessary evil" that fills the distortions of society. Still, as long as there are people in need right before our eyes, we will continue to extend a helping hand.
What is "Real"?
"Isn't what you do just lying?"
Yuichi Ishii has been asked this question thousands of times. In media interviews, at lectures, and within his own heart.
In one media interview, Ishii responded like this.
"Are the photos you post on Facebook real? Is that filtered photo really you?"
In modern society, everyone engages in some form of "performance." Photos posted on social media, smiles at work, behavior in front of parents. So where does "real" end and "fake" begin?
"If the emotion is real,
then it is real"
Ishii's answer
"Does sharing blood make you a real family? Does living together every day make it real love? It's not that simple — that's what I've learned from years in the field."
Why Charge Money?
"Are you selling love for money?" — this criticism exists.
Ishii takes this criticism seriously. However, he has a clear perspective.
"By accepting payment,
we become professionals"
The Meaning of Professionalism
- Clients can use the service without hesitation
- Service quality guaranteed through training
- Maintaining rules and quality standards
- A clear "end point" exists
Ishii's View
"Unconditional love is beautiful. But it can sometimes breed dependence. Because there is the boundary of money, clients can take steps toward independence. We are not their eternal family. Making that clear is actually more honest."
The Battle Against Dependency
600+ women
People served as a rental husband
150+ times
Marriage proposals received
"Every time, I decline"
Why? Because he must not let them become dependent.
Ishii believes the people rental service is ultimately a 'bridge.' A temporary support to help build real relationships. The goal is for clients to no longer need the service.
Ishii's Rules on Maintaining Distance
- Never become more intimate than necessary
- Never exchange personal contact information
- Never meet in a private capacity
Ishii's Conviction
"I don't want them to depend on me. I'm fine being a stepping stone. I want them to use me to build real relationships. When I see clients move on like that, I truly feel glad I'm doing this work."
Filling Society's Gaps
Japan: One of the World's Loneliest Nations
The Reality of Modern Society
- Rising number of single-person households
- Collapse of local communities
- Advancement of nuclear families
- Weakening of human connections
"This is not an individual problem.
It is society's problem."
Family Romance's Role
"But changing society takes time. The people in need right before our eyes need help right now."
Immediate Support
Helping one person right now
Social Bridge
Filling gaps in the system
Seeds for the Future
Exploring new forms of society
"We can't wait for politicians to change the laws. We can't wait for scholars to publish their findings. We reach out to the client in front of us today. That is the role of the people rental business."
Facing Criticism
The people rental service faces various criticisms. Ishii has always confronted them head-on rather than avoiding them.
Criticism 1
"Lying is morally unacceptable"
Ishii's Response
"Then is Santa Claus a lie? Are all the lies parents tell for their children wrong? What matters is whether that lie hurts someone or saves them."
Criticism 2
"Hiding the truth from children is cruel"
Ishii's Response
"The day will come when we tell the truth. We prepare for that day. What matters is not making them think 'that time was meaningless' when they learn the truth, but rather 'The time with Dad was wonderful. Thank you.'"
Criticism 3
"You're just doing it for the money"
Ishii's Response
"Honestly, there are easier ways to make money. This work is mentally exhausting. Even at home, I can't get it out of my head. I continue because I believe this work has meaning."
Criticism 4
"A society that needs such a service is broken"
Ishii's Response
"You're absolutely right. That's why I dream of the day this service becomes unnecessary. But until society changes, I can't abandon the people in need right in front of me."
Three Core Beliefs
Love Knows No Lies
What we provide is not "acting." The sincere care for our clients and the love for the children — all of it is genuine. Even in a contractual relationship, the love that arises in those moments is never false.
Challenging Inequality
A society where children are disadvantaged simply because they lack a father or mother is wrong. Our service is a quiet resistance against such social inequality.
The Value of This Moment
Permanence is not everything. Even in a temporary relationship, if it can support someone and bring a smile in that moment, there is undeniable value in that.
The Future of People Rental
Humanity in the Age of Technology
In an era where AI advances, VR spreads, and the nature of human relationships is changing, the role of the people rental business will also evolve.
"But the fundamental need
for human connection won't change"
No matter how much technology advances, the warmth of a held hand, the reassurance of eye contact, the happiness of sharing a meal together — these cannot be replaced by machines.
What Ishii Aims For
- Further improving service quality
- Enhancing staff training
- Strengthening staff care
- Connecting more deeply with clients
Ultimate Goal
"A society where this service is no longer needed. A society where everyone has a real family and friends. A society where no one feels lonely. Working toward that ideal, Ishii continues to stand in the field today."
"If the day comes when our work is no longer needed, I will rejoice from the bottom of my heart. That would be proof the world has gotten a little better. But until that day comes, I want to help as many people as I can."
Confronting Ethical Dilemmas
Are We Lying?
I have grappled with this question for years. The hardest moments are when a child I've served as a rental father grows up and says, "Dad, when I grow up, I want to be like you."
I am not their real father. That is an undeniable fact. But for that child, our time together was meaningful.
"The line between lies and truth
is not as clear as we think"
What matters are the emotions and experiences that arise in those moments. They are never lies.
A Question to Society
Why Is Our Service Necessary?
Challenges of Modern Society
- Rising single-parent households due to increased divorce rates
- Deepening isolation due to nuclear family trends
- Weakening of community ties
- Inequality of opportunity due to economic disparity
Our Role
- Providing reliable support, even if temporary
- A safety net that fills social gaps
- Presenting new forms of family
- Promoting understanding of diverse relationships
"I sincerely hope for the day
when our service is no longer needed.
That would be proof that a society
where everyone has a real family has been realized."
A Message from Yuichi Ishii
"I am aware that there are voices criticizing our service.
However, as long as there are people in need before my eyes,
I will continue to extend my hand.
Because I believe that is my mission as a people rental operator."
Yuichi Ishii
CEO, Family Romance Inc.
You Too Can Be
A Bridge for Families
Ishii believes the people rental service is ultimately a "bridge." A temporary support to help build real relationships. The goal is for clients to no longer need the service.
