Is this Australia’s answer to a massive issue?
Overworked.
Dating apped-out.
Socially isolated.
If the numbers are anything to go by, we’re getting lonely.
One in four young Aussies feel that way daily. Something needs to change.
There is currently a massive demand for rental girlfriend services on Aussie shores.
Girls are being hired for company, building confidence or saving face.
Just don’t expect to save money.
Now more than ever, renting girlfriends adds up.
The industry can be traced to Japan, where a rich history of paid companionship goes back to the age of the geisha.
Today, the “girlfriend experience” is big business and the service has inspired popular television series along with the curiosity of locals and visitors alike.
Demand keeps growing.
Year on year.
But critics argue the service commercialises relationships and exploits vulnerable people.
So what’s the story?
On a recent trip to Japan, one of Australia’s top travel content creators Jorden Tually decided to see for himself.
“I thought, there’s no way this is real,” Tually told news.com.au.
“It’s an internet thing.”
Thanks to his request to film the experience, Tually had to spend weeks cutting through rental agency red tape.
He even hired a local to help.
In the end, he hired two girlfriends (or actors, depending on your perspective) for a date in the park.
Since clients are also responsible for paying all date expenses, Tually racked up around USD $447.06 in total costs.
Lucky he monetized the moment on YouTube.
That there are people willing to pay strangers for company in a cost of living crisis demonstrates the power of loneliness.
Tually argues humans are creatures of company who are becoming isolated by online life.
These services offer a temporary solution to our emotional and social needs.
But you still need to play the game.
Tually admits “things started awkwardly”, but warmed up when he pulled out a secret weapon: a puppy (also rented).
“The girls enjoyed chilling with a puppy in a park,” he says.
“They told me they’d been hired to do the most random stuff before. Like wedding plus ones or Christmas dinners.”
“They’d even been hired by musicians to cheer them on at their concerts.”
Compared to that, his date was…Well, a walk in the park.
But how does it compare to the real thing?
“More memorable,” he says.
“I want to rent a grampa next. You can do that too.”
Beyond the memories, Tually believes the service can make a lasting difference.
Because for some, this could be their only chance to go on a date.
“It can help give you a bit more confidence to go and talk to someone, initiate those conversations,” he says.
“It breaks down the barrier.
“There’s a lot of stigma around being single. So being able to rent a girlfriend can help take the pressure off.”
However, Tually is less confident about the service blowing up in Australia.
“If you’re doing anything out of the norm in Australia, people can be very judgmental,” he said.
“They may see it as proof you can’t get a real girlfriend. But there’s definitely a market.”
Despite this stigma, plenty of Aussie blokes are already happy to invest in the comfort of company.
Gold Coast rental girlfriend Kay Manuel says the rise of the rental girlfriends can be partly credited to shifting gender roles.
“Women are becoming more independent,” Manuel says.
“There’s less reliance on men for companionship. So men are searching for it outside the normal parameters.”
She said her clients range from 18 to 60 years old, and are generally single.
“Married men are more likely to seek escorts for sexual services.”
Not to be mistaken with prostitution or escorting, this service traditionally comes with strict rules.
In Japan, rental girlfriends are banned from being alone with customers or entering their homes.
These rules are strictly enforced and any violation can result in terminated service or even employment.
Kay, who also works as an escort, says she doesn’t have sex with clients as part of this service.
“I’m not being paid for sex,” she explained.
“I’m being paid for connection.”
Instead, dates are usually dinners, picnics, movies, or chores like cleaning.
“There’s a misconception that we’re just escorts, which we’re not. And there’s a lot of stigma surrounding the sex industry.”
“If you’re happy to take a girl out on a date and never see them again, why not invest in someone who can be always available for affection and support?”
Layla Kelly, from Wellington, New Zealand, started looking into it after being swamped with ‘virtual girlfriend’ requests from her online audience.
“I realized they’re looking for more than nudes,” Kelly said.
Rather than a loss in demand during the cost of living crisis, Kelly said it’s been a boom.
“Stress can sometimes drive demand for these kinds of services,” she said.
“Not everyone wants to share their problems with loved ones.
“This service allows them to talk about their issues and have an exciting experience at the same time.”
But experts warn it can be a band-aid fix.
“It doesn’t solve the problem of loneliness” said Sydney relationship expert Samantha Jayne.
“Ultimately you know that the only reason a person is there is because you’re paying them.”
“It could also be confusing, because humans start to connect when they spend time together.”
Jayne says the service can help people with social anxiety to practice talking without the fear of rejection.
But it could also backfire, making them feel lonelier and less confident than ever.
She says dating app fatigue could be driving the industry.
“People are tired of swiping, no shows, getting ghosted and or not matching” she explained.
“But before you consider renting a partner, try alternatives like a dating coach. There are many other people in your shoes.”
Sydney relationship coach Susie Kim said this service offers value because it’s an intersection of multiple industries and roles.
“It bridges sex work, therapy, and traditional relationships,” Kim said.
“Having a real person to connect with can help you feel seen, heard and cared for. Even if it’s paid for.”
However, she acknowledges it’s a thin line between an emotional outlet and a crutch.
“Even when it’s paid, the benefit comes from genuine care,” she added.
“If that’s missing, the experience could leave you feeling even more isolated.”
“It’s important for clients to view these services as support, rather than as a substitute for relationships or therapy.”
Nelson Groom is a freelance writer. His novel The Auction is coming soon. Learn more on Nelson’s Instagram.
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