New ‘rent-a-girlfriend’ industry helps lonely men practice dating while raising serious questions about the commercialization of human connection.
At a Glance
- Rental girlfriend services are gaining popularity in Australia, following Japan’s model
- The service offers emotional companionship, not physical intimacy, with strict rules against sexual services
- Men pay for female companionship to combat loneliness and practice social skills
- Critics warn the services exploit emotional vulnerability and commercialize relationships
- Relationship experts recommend alternatives like dating coaches for meaningful connections
Japan’s Bizarre Dating Service Hits Australian Shores
A controversial companionship service from Japan has made its way to Australia, allowing men to rent “girlfriends” by the hour. These paid companions accompany clients on dates, providing conversation and emotional support—but not romance or physical intimacy. The service represents a growing trend targeting single men struggling with social anxiety and loneliness. While proponents argue it helps men develop social skills and confidence, the concept raises serious questions about the commodification of relationships and whether paying for artificial connections truly addresses the root causes of isolation in modern society.
Inside the bizarre business of ‘renting’ a girlfriend in Japan, sparking debate worldwide: ‘No way this is real’ https://t.co/YPj7e0qjFp pic.twitter.com/8bgr2K2tqS
— New York Post (@nypost) April 20, 2025
Not Prostitution, But Still Problematic
Rental girlfriend services explicitly distinguish themselves from escorting or prostitution with strict rules against sexual services. Clients pay for companionship only—walking together, sharing meals, or engaging in conversation. Australian travel content creator Jorden Tually documented his experience with the service in Japan, highlighting both the considerable costs and peculiar nature of paying someone to pretend to be romantically interested. The concept has crossed over to Australia as more men report difficulties forming genuine connections through conventional dating methods and apps.
A Band-Aid for Deeper Social Problems
The emergence of this industry in Australia signals a troubling trend of increasing social isolation. Young men in particular report feeling disconnected and unable to navigate meaningful relationships in an era of dating apps and shifting gender dynamics. Companies offering these services frame themselves as providing therapeutic social practice rather than simply companionship. However, mental health professionals question whether paid interactions actually help clients develop authentic relationship skills or merely offer temporary relief from loneliness while potentially creating unhealthy attachments.
The Commercial Exploitation of Loneliness
What these services truly represent is the commodification of human connection—turning meaningful relationships into financial transactions. Rather than addressing the societal factors driving isolation, such as the breakdown of community bonds, excessive screen time, or declining social skills, these businesses profit from emotional vulnerability. Relationship experts suggest better alternatives exist for those struggling with dating, including legitimate dating coaches who teach skills rather than selling the illusion of connection. The growing acceptance of rental relationships should concern anyone who values authentic human bonds over artificial experiences that leave clients’ wallets lighter but hearts no less empty.
