A growing market has emerged in Japan for businesses catering specifically to the romantic and sexual needs of senior citizens, as highlighted by the Tokyo-based 'delivery health' service Kokoro-awase, which restricts its clientele to men aged 60 and above [1]. The owner, M. Nanase, who has managed the business for 10 years after taking over from the founder, sees significant potential for expansion due to the increasing proportion of elderly males in the population [1]. Nanase is actively considering a franchise model, with the goal of opening at least one shop in each of Japan's 47 prefectures [1].
Kokoro-awase differentiates itself from similar services for younger men by offering a variety of courses, including a 'date course' where customers can simply enjoy a meal and conversation with a companion, as well as combined packages such as the 'Icha-icha' and 'Love-love' courses, which together provide four hours of company for 46,000 yen [1]. Some customers reportedly make reservations as frequently as once a week [1].
The workforce in this sector includes women like Miyuki, age 24, who works at a 'delivery health' service catering to both elderly and handicapped clients. Miyuki, who has a physical handicap herself, was motivated to enter the field after being rejected by 10 other sex shops and expresses a desire to help others in a sexual way, reflecting the diversity and inclusivity of employees in this growing industry [1].
The article underscores the robust demand and potential for further growth in services targeting the emotional and physical needs of Japan's aging male population, with business owners and employees alike recognizing the unique market opportunities and social impact of their work [1].
CONCLUSION
Japan's aging population is fueling a surge in businesses that cater to the romantic and sexual needs of senior men, with operators like Kokoro-awase seeing strong demand and planning nationwide expansion. The sector is marked by innovative service offerings and a diverse workforce, suggesting continued growth and evolving market dynamics.