Thirty minutes before the meeting, a call came in from a “number blocked.” The voice on the line said, “Are you on your way? I’m wearing a black jacket and an ivory long skirt,” then asked about my outfit so we could recognize each other. She was a woman whose name, face, or contact information I didn’t know—a so-called “rental girlfriend” hired for three hours. A few days earlier, I had found the service online. The operator asked for a 50% deposit along with my preferred age range and type. Without much thought, I replied, “Someone kind-hearted.” The operator assured me, “I’ll match you with a sweet and warm-hearted person.” Exactly 30 minutes later, we met at Gangnam Station Exit 3. The woman approached with a bright smile and handed me a heat pack from her bag. “It’s so cold today, isn’t it?” she said.
Even on the last day of 2024, some people were likely spending the holiday alone. Some companies even added a year-end surcharge, claiming, “We’re getting a flood of inquiries.” The woman in her early 30s, whom I had booked, said, “I have another date scheduled for this evening,” adding that she had around 10 regular clients. Since it was noon, we headed to a nearby noodle restaurant. During the meal, I transferred the remaining 50% of the fee, the only moment when our real names were exchanged. Rates vary by company but typically range from 50,000 to 100,000 won per hour, with a minimum of two or three hours. Prices can climb to 150,000 to 400,000 won for beauty pageant contestants or influencers. Additional expenses, such as meals or drinks, are paid separately. After the payment, our conversation began, and her responses were enthusiastic and exaggerated. “This suits me, so I decided to do it full-time,” she said.
After lunch, we moved to a café, walking at a polite distance. I had been informed earlier that “physical contact was prohibited,” though some agencies allow options like hand-holding or linking arms for an extra fee. Any inappropriate behavior results in immediate termination of service. It felt more like hiring a companion than having a romantic partner—essentially, a 200,000-won conversation. Despite the cost, demand for these services is growing. Recently, nearly 10 new domestic providers have emerged, expanding beyond major cities to places like Jeju Island, with one company even launching in Osaka last month to cater to Korean tourists.
“The clients’ professions are diverse, including doctors, lawyers, and soldiers. Some just want simple dates like eating out or going to karaoke, while others prefer outings to theme parks or water parks,” she explained. Last month, a Korean YouTuber sparked interest by documenting a two-day Christmas date with a rental girlfriend, which cost 1.98 million won.
Curiosity led me to try it for myself. Why people would pay such a high price? But loneliness is a powerful motivator. For some, this service is their only chance to go on a date. “There was a disabled man who had never met or interacted with a woman because of his mobility challenges,” she explained. “He booked the service, and I helped him eat, took him for a walk, and at the end of the day, he thanked me, saying, ‘I’ve never had a day like this before.’ It was incredibly moving. In some cases, this feels more like psychological therapy. A client struggling with depression once told me how much the experience had helped him.”
The service often faces criticism for the commercialization of sex. Park Seo-yeon, CEO of Ssoulmate, a partner rental service, explained, “Around 60% of our clients are male, while 40% are female. Not all requests involve romantic dates. Female clients frequently ask for a ‘best friend rental’ instead. Many of them struggle with forming friendships due to trauma from bullying during their school years. Others hire companions to deliver speeches at weddings or attend birthday parties as part of a group. Despite the growing sense of social disconnection, emotional needs persist. The expansion of this market reflects these societal shifts.” Originating in Japan about a decade ago, the service has since gained traction in South Korea and other countries. A man in his 30s shared his perspective, saying, “I had never visited an art exhibition with a girlfriend before, so I wanted to experience that dream. I see it as hiring a professional for a specific purpose.”
One common reason people hire rental partners is to make an ex jealous. Clients often choose attractive companions to make their former boyfriends or girlfriends regret breaking up with them. “Showing you’re better off is the sweetest revenge,” one agency operator said. In one case, a man in his 30s hired a 170-centimeter-tall professional pianist to pose as his girlfriend after finding out his real girlfriend had cheated on him with a coworker. The two, dressed head-to-toe in luxury brands, “accidentally” bumped into his ex during her evening commute. Clearly upset, she confronted them, asking, “How long have you two been together?” He calmly replied, “Since we broke up. It’s none of your business.”
Rental partner services are gaining popularity across Asia. According to the “2023 Meta-Gallup State of Social Connections Report,” 24% of adults in 142 countries, including South Korea, reported feeling “very or significantly lonely.” This growing “loneliness economy” has spurred demand worldwide. In China, some women offer “street girlfriend” services, which involve activities such as hugging, kissing, or watching movies together. Last month, the South China Morning Post (SCMP) highlighted a surge in Vietnamese women renting boyfriends to placate parents who pressure them to marry. “Without a successful career, marriage can create numerous problems. Renting a partner makes parents happy and reduces stress—a win-win,” one Vietnamese woman explained.
While rare, some rental arrangements have developed into genuine relationships. However, the emotional labor involved is often misinterpreted by clients, leading to misunderstandings or inappropriate behavior. “Some clients pretend not to know the rules and grab my hand right away, while others act gentlemanly at first but reveal ulterior motives later,” one worker shared. Requests for overnight trips—with separate accommodations—sometimes result in clients breaching agreements by proposing shared rooms, putting workers at risk of harm. In Japan, where rental girlfriend services have become mainstream and inspired popular comics and dramas, cases of stalking have emerged. While agencies claim to screen clients and maintain blacklists, experts argue that stronger safety measures are needed.
Though uncommon, some rental arrangements have turned into real relationships. However, many clients misunderstand the nature of the emotional labor involved, which can lead to confusion or inappropriate behavior. “Some clients act like they don’t know the rules and grab my hand as soon as we meet, while others seem polite at first but eventually show they have hidden agendas,” one worker shared. Requests for overnight trips—with separate accommodations—sometimes result in clients breaching agreements by proposing shared rooms, putting workers at risk of harm. In Japan, where rental girlfriend services have become mainstream and inspired popular comics and dramas, cases of stalking have emerged. While agencies claim to screen clients and maintain blacklists, experts argue that stronger safety measures are needed.
The industry also faces challenges from fraudulent agencies that vanish after collecting deposits and operations that engage in unregulated activities. Some services advertise “VIP matchmaking for clients who value their time,” a thinly veiled reference to hostess services. In some cases, overseas trips have been arranged. Last month, controversy erupted on South Korea’s secondhand marketplace app Karrot (Daangn) when users posted explicit photos promoting tickets for “rental girlfriends” for overnight stays. The platform promptly banned the users involved.
