It All Began
With One Request
In 2004, a single mother's tears
became the seed of a world-changing enterprise
Two Decades That Changed a Life
Before 2004 — Origins
Yuichi Ishii was born in Tokyo. From childhood, he had a strong desire to help others.
His grandfather lived by the creed of "serving others." Growing up watching him, devotion to others came naturally to Ishii.
After university, he tried various jobs, but none lasted. He spent his days harboring a vague desire: "I want to do work that only I can do."
"In my early twenties, I didn't know what I was born for. The only thing I had was a desire to do work that helps people."
— Yuichi Ishii
Aug
August 2004 — The Fateful Request
August 15, 2004. A phone call came from his friend Yamada (pseudonym).
"Ishii, I have an unusual favor to ask..."
Yamada had divorced two years ago and was raising her 3-year-old daughter alone. Next month was her daughter's kindergarten interview. But this particular kindergarten was known for valuing "interviews with both parents."
"It's frustrating that my daughter would be disadvantaged just because she doesn't have a father. But I can't ask my ex-husband. Ishii, would you come as her father?"
Initial Hesitation
At first he was unsure. "Is that really okay?" "What if we get caught?" But seeing Yamada's desperate face, he couldn't refuse.
"Honestly, at first it was casual. Just helping a friend. That was the extent of it."
— Yuichi Ishii
Interview Day — The Turning Point
Preparation
The cover story: "A father working in IT." They rehearsed every detail — how they met, the marriage story, the meaning behind the daughter's name...
The Fateful Moment
When they arrived at the kindergarten, the 3-year-old daughter ran up to him. "Daddy!" In that instant, something struck Ishii's heart.
Interview Success
The interview went smoothly. The principal smiled and said, "What a wonderful family." The daughter held Ishii's hand, beaming with happiness.
This child truly believes I'm her father. I must live up to that trust. On the way home, Yamada was crying. "Thank you. I haven't seen my daughter look so happy in a long time."
"The moment that little girl called me 'Daddy' and grabbed my hand, my life changed. This isn't a lie. This is helping to brighten a child's future."
— Yuichi Ishii
2005-2008 — Trial and Error
-
2008
Inspired by the Yamada case, Ishii began to envision the possibilities of "human proxy" services.
Research revealed that far more people shared similar troubles than he had imagined. No father, no mother, no friends, no partner — in modern society, there were people who needed "someone" for all kinds of reasons.
In 2005, Ishii started a "proxy service" as a side job. At first, there were almost no clients.
Early Struggles
"Suspicious." "Is this a scam?" — he heard those things. But gradually, word of mouth brought more clients.
Diverse Requests
Wedding guest proxy, school ceremony father stand-in, reunion boyfriend proxy... A wide variety of requests came in.
Dedicated Service
He handled each case meticulously. Listening to clients, crafting detailed backstories, and performing with full commitment.
"The first three years were truly tough. Income was unstable, and people around me kept asking 'What are you doing?' But every time a client said 'Thank you,' I felt the meaning of this work."
— Yuichi Ishii
Founding Family Romance Inc.
Yuichi Ishii founded Family Romance Inc.
Why the name "Family Romance"?
"Family" and "Romance" (story/dream). He wanted a company that weaves the story of family.
At the beginning, Ishii was the only staff member. The office was a single 6-tatami room apartment. Yet, as "Japan's first full-fledged family proxy service company," he embarked on a new journey.
Wide Range of Services
"When I started the company, people laughed and asked 'Can that kind of business even work?' But I was certain. This work will be needed by society."
— Yuichi Ishii
Early 2010s — Growth and Conflict
2010s
Years after founding, Family Romance grew steadily.
Media coverage grew, and requests kept increasing. Staff grew to 10, then 50, then 100.
But Ishii always harbored an inner conflict. "We are telling lies."
Deep Conflict
The rental father work especially shook Ishii's soul. The children truly believed he was their father. Was he betraying their trust?
One day, an 8-year-old boy said, "Dad, when I grow up, I want to be like you."
"At that moment, I lost track of who I was. Am I a father? An actor? A fraud? I still don't have the answer."
— Yuichi Ishii
2017 — The World Takes Notice
In November 2017, a long-form article was published in the American magazine The Atlantic.
The title: "Japan's Rent-a-Family Industry."
Written by Roc Morin, it was an in-depth profile of Ishii and Family Romance.
The article became a worldwide sensation. "In Japan, there is a service where you can rent a family" — the sensational content shocked Western readers.
2018
Featured by media worldwide
After
BBC, CNN, and many more interviewed Ishii
A Fateful Encounter
And one film director who read this article would change Ishii's life forever — the legendary Werner Herzog.
"When The Atlantic article came out, I never imagined my life would change so much. Interview requests poured in from around the world, and I even got a movie offer... But what I do hasn't changed. I simply give my all to the client in front of me."
— Yuichi Ishii
Returning to the Founding Spirit
More than 20 years have passed since that day in 2004. Family Romance has become one of Japan's largest proxy service companies with over 5,000 staff. Ishii himself has stood at Cannes and lectured at Harvard.
But Ishii still stands in the field today.
As a rental father, he is active in over 25 families, and more than 35 children believe Ishii is their "real dad."
What Hasn't Changed
"The reason I continue this work hasn't changed since that day in 2004. A society where children are disadvantaged simply because they don't have a father is wrong. I want to fill that inequality, even just a little."
The Founding Origin
It all began with a single mother's tears.
"Ideally, a service like this shouldn't need to exist. A society where everyone has a family and no one feels lonely is the ideal. But in reality, there are people who need it. That's why I continue this work."
— Yuichi Ishii
