For decades, lonely women have been going to host clubs to be served by overly attentive men in a date-like setting. Shukan Jitsuwa (July 19), however, has found an entrepreneurial enterprise that has inverted the concept whereby “rental boyfriends” come to customers.
Osaka-based Eterna (エテルナ) allows ladies to select a man of their choice from its Web site. The agency will then send him to any location in Japan.
“The majority of the customers are from the adult-entertainment industry, but now working professionals and housewives are showing interest,” says a newspaper reporter covering national news.
Basic fees begin at 6,000 yen per hour. Extended plans, which might include overnight trips, are also available at a rate of 40,000 yen for eight hours. Other expenses, such as transportation and dining costs, are to be borne by the lady.
Shukan Jitsuwa says that there are days where more than 30 reservations are made. The service has 33 men registered on its books, “including one who advanced to the finals of a handsome man competition,” says an individual affiliated with Eterna. “A woman can enjoy the feeling of having a date while dining or during a trip. Eterna means forever in Latin. As the agency’s name says, we want clients to enjoy soothing moments for an eternity.”
Naturally, the magazine assumes that sexual services are provided by the boy toys, but the agency prohibits such activities. Further, the establishment of a personal relationship with a customer is also not allowed.
The majority of the women are in their 30s and 40s. “One can become beautiful inside in a way that supersedes any available cosmetics,” says a customer.
Shukan Jitsuwa is a bit skeptical as a woman’s motivation for such a service.
“In this cold-cut society, women do not possess the skills nor the time to examine their eroticism,” says Jiro Harue, a researcher in anthropology. “There is no real reason to refuse an opportunity to rent out a good-looking man if it is available. This is especially true for those raised in the era of the convenience store.”
Harue goes on to say that female members of this generation have hormonal imbalances as a result of the nutrition they received while in the womb.
“Renting a partner by resorting to financial means is typically something men do,” says the researcher. “Women originally found excitement in being dominated. I know it is acceptable to have a wide range of businesses, but I feel a bit sad to see the tables turning.” (A.T.)
Source: “‘Rentaru kareshi’ daiseikyo no wake,” Shukan Jitsuwa (July 19, page 197)
Note: Brief extracts from Japanese vernacular media in the public domain that appear here were translated and summarized under the principle of “fair use.” Every effort has been made to ensure accuracy of the translations. However, we are not responsible for the veracity of their contents. The activities of individuals described herein should not be construed as “typical” behavior of Japanese people nor reflect the intention to portray the country in a negative manner. Our sole aim is to provide examples of various types of reading matter enjoyed by Japanese.