A poignant new film from Searchlight Pictures, "Rental Family" starring Brendan Fraser, is set to cast a global spotlight on a very real, and growing, industry in Japan: businesses that provide stand-in relatives and friends for those in need.
The Real-Life Rental Family Business
For nearly two decades, Ryuichi Ichinokawa has run the Heart Project, a surrogate attendance service in Japan. His work mirrors the film's premise, having hired dozens of people to act as reporters to fill out sparse events and even posing as a boyfriend for a woman needing to discuss legal matters with her former spouse. In one particularly intimate assignment, he went to a hospital as a stand-in husband for a woman undergoing fertility treatments.
"I am being of service to people. I hope they will be happy," said Ichinokawa, an elderly man who requested his identity remain protected. The film, which opens in theatres on Friday 21 November 2025, centres on Phillip, an American actor recruited by a Tokyo agency in need of a "token white guy." His roles range from playing video games with a loner to portraying a little girl's long-absent father, with the professional boundaries soon blurring.
Addressing a Loneliness Epidemic
This niche industry highlights profound issues within Japanese society, including deep-seated loneliness and a powerful need to maintain social appearances. Experts point to a collectivist culture where there is immense pressure to maintain harmony and meet the needs of others, often at a personal cost.
Chikako Ozawa-de Silva, a professor at Emory University and author of a book on loneliness in Japan, explained that the feeling of not mattering is a potent form of isolation. This can lead to "hikikomori," a state of severe social withdrawal. While she views rental services as a "Band-Aid" solution, she acknowledges their potential benefit if used while pursuing long-term support.
The Logistics and Emotional Toll of Renting a Relative
The work, while providing comfort, is often stressful. Actors are coached to avoid mistakes and must sometimes invent detailed childhood memories. Ichinokawa revealed his methods, which include scribbling names on his hand and studying notes in advance. For particularly difficult situations, a tactical trip to the restroom provides a moment to regroup.
Payment for these services varies significantly. Through Heart Project, simpler roles can earn 9,800 yen (approximately £50) for a couple of hours, while more elaborate performances cost the client between 20,000 to 30,000 yen (roughly £100-£150) per person. Ichinokawa's golden rule is to only play a role once to avoid the risk of failure.
Despite the transactional nature, the feedback is deeply personal. Clients express profound relief and gratitude, with one thanking Ichinokawa for a performance where the actor was so convincing as a mother that their boyfriend kept commenting on "what a great mom" she was.
Ultimately, both the real-life service and the film that portrays it speak to a universal human need for connection. As director Hikari concluded, "When you help somebody and if they feel like you’re being supportive, that makes you feel good. And a family member doesn’t have to be always blood-related."
