For rent: worldly wise man of 50 with tips on how to live life

MIDDLE-AGED men in Japan have begun offering their advice for hire, in a bid to regain their masculinity.

Once revered in a male-dominated Japanese society, ossan – middle-aged men – are now struggling to maintain their social standing in the country’s evolving culture.

The idea was thought up by Takanobu Nishimoto, 50, who spotted a gap in the market for young people seeking avuncular advice on life’s predicaments but feel unable to turn to their own family.

After the boom of self-employed workers that followed the financial crisis, Mr Nishimoto said he founded the Ossan Rental service to help older men “regain” their honour.

The idea has proved popular, with around 10,000 men applying to the site since its inception. The men, who have previous or current experience in a range of professions from engineers to marketing managers, meet up with their charges in person to offer everything from life advice to music lessons.

Among the most popular are divorcees who have gone through a difficult break-up and can empathise with younger people in the midst of the experience, said Mr Nishimoto.

But even more mundane tasks, such as assistance lifting boxes, are regularly sought after.

The site hosts nearly 80 “uncles” in 36 cities in Japan, including Tokyo, Kyoto, Osaka and Tokushima and sets up around 10,000 meetings per year.

Among them is 48-year-old Ken Sasaki, who offers violin lessons, IT assistance and life advice for 1,000 yen (£7) per hour. The payment is more a token gesture to signify respect for the Ossan, Mr Nishimoto told CNN.