The World Watches
Japan's Loneliness
The Atlantic, BBC, Cannes Film Festival.
Why did the world take notice of the People Rental business?
Why the World Took Notice
"There is a service in Japan where you can rent a family." When the world learned this fact, people were astonished. And then, they became fascinated.
In the West, family is considered an irreplaceable bond of blood and love. The very concept of "renting" one was a cultural shock.
But what followed the surprise was understanding. Loneliness is a universal problem. In America, in Europe, the number of people suffering from loneliness is growing. Japan's People Rental business captured worldwide attention as one possible answer to this problem.
"At first they called it 'crazy.' But as they listened, everyone's expression turned serious. The problem of loneliness resonates across borders."— Yuichi Ishii
The Atlantic's Impact
It all started with this article
A long-form article was published in the prestigious American magazine The Atlantic. Titled "Japan's Rent-a-Family Industry," it was written by Roc Morin after months of reporting on Yuichi Ishii and Family Romance.
The article went viral instantly. Facebook, Twitter, Reddit — it became a hot topic on social media worldwide. And one film director who read this article would change Ishii's life forever: the legendary Werner Herzog.
"When The Atlantic article came out, my phone wouldn't stop ringing. Interview requests poured in from media around the world, and I had no idea what was happening. I had simply talked about what I'd always been doing."— Yuichi Ishii
Meeting Director Herzog
The "truth" discovered by a master filmmaker
Werner Herzog is a living legend of German cinema. He has created masterpieces such as Aguirre, the Wrath of God and Fitzcarraldo. It was this Herzog who took an interest in Yuichi Ishii.
"From the very beginning, he saw me as an 'actor,'" Ishii recalls. "Not as a people rental operator, but as someone who embodies the essence of performance."
In 2018, Herzog came to Tokyo and began filming Family Romance, LLC with Ishii. Ishii would star as the lead actor, playing himself.
Werner Herzog
Legendary German filmmaker
"Director Herzog told me, 'Don't act. You can't act. So just be yourself.' At first I didn't understand. But as filming progressed, the meaning of his words began to make sense."— Yuichi Ishii
Screening at Cannes Film Festival
A work screened on the world's grandest stage
Cannes, France. Family Romance, LLC had its world premiere at the 72nd Cannes International Film Festival. Yuichi Ishii was not in Cannes. He was in Tokyo, doing his usual work as a people rental operator.
"It was a strange feeling when I heard it was being screened at Cannes," Ishii says. After the screening, media worldwide praised the film: "A masterpiece depicting loneliness in modern Japan," "Herzog's new frontier."
"When I heard it was being screened at Cannes, I was thinking of my clients. Their loneliness had reached the world. Whether that's a good thing or a sad thing, I still don't know. But the fact that our work became known to the world is undeniable."— Yuichi Ishii
72nd Cannes International Film Festival
Family Romance, LLC — World Premiere
Conan O'Brien Visits Japan
An American comedy show's view of Japan
Conan
Popular American late-night talk show
In 2018, popular American comedian Conan O'Brien visited Japan. His show Conan was an immensely popular late-night talk show in America. During his Japan special, Conan covered Family Romance.
Conan had initially planned to cover the People Rental business as comedic material. But as he talked with Ishii, his attitude changed.
"He listened seriously," Ishii recalls. "At first he was laughing, but when I told him about the clients, his eyes changed. 'This is no laughing matter,' he said."
After the broadcast, the response in America was enormous. Viewers who had been watching a comedy show were prompted to think about Japan's loneliness problem.
"Conan said at the end, 'There are plenty of lonely people in America too. Your service might actually be needed in America as well.' Those words left a deep impression on me."— Yuichi Ishii
BBC and World Media
Coverage from Europe, Asia, and around the world
After The Atlantic article, media from around the world sought interviews with Ishii. BBC World Service broadcast a documentary special. Across Europe, there were voices of astonishment at Japan's proxy culture.
CNN, Washington Post, The Guardian, Der Spiegel, Le Monde — prestigious media outlets worldwide covered Ishii and Family Romance.
The attention spread to Asia as well. China, South Korea, Taiwan, Singapore — fellow Asian countries saw Japan's loneliness problem as something that "could happen to us too." The number of interviews exceeded 50.
"Being interviewed by media worldwide, I realized something. Loneliness is not just Japan's problem. In America, Europe, Asia — there are people suffering from loneliness everywhere. Our service attracted attention because it touched a pain shared by the entire world."— Yuichi Ishii
BBC
United Kingdom
CNN
United States
The Guardian
United Kingdom
Der Spiegel
Germany
Countries
Worldwide attention
Media Outlets
Total media coverage
Film Festivals
Festival screenings
Articles
Published articles
Harvard University
Reischauer Institute of Japanese Studies
Lecture at Harvard University
Recognition from academia
Yuichi Ishii was invited to Harvard University. At a lecture hosted by the Reischauer Institute of Japanese Studies, Ishii spoke about the People Rental business. The venue was packed with Japan scholars, sociologists, and students.
The lecture topic was "Loneliness and Proxy Services in Modern Japan." Ishii shared his years of experience. The Q&A session after the lecture lasted more than an hour.
After the lecture, Ishii received the Glass Award. He was recognized for his contribution to deepening understanding of Japanese culture.
"The Harvard students thought about it seriously. 'This is not just Japan's problem,' 'Our society has the same issues' — hearing those voices, I thought maybe my work had conveyed something to the world."— Yuichi Ishii
What the World Asks Japan
Japanese society reflected through international perspectives
Through the People Rental business, the world's media posed questions to Japanese society.
"Why can't the Japanese speak their true feelings?"
"Why do they fear deviating from 'normal'?"
"Why do they try to hide their loneliness?"
How should the Japanese answer these questions? The gaze from the world is like a mirror. Only by being seen from the outside can we see our own reflection.
"Being in the international spotlight made me think more deeply about Japan. Why is our service necessary? It's a problem of Japanese society. Every time I explain it to foreigners, I feel the depth of that problem more acutely."— Yuichi Ishii
International Attention
The Atlantic Feature
Roc Morin's long-form article "Japan's Rent-a-Family Industry" is published. This leads to Director Herzog's discovery.
Conan Visits Japan
Conan O'Brien visits Japan and covers Family Romance. Filming with Director Herzog also begins.
Cannes Film Festival & Harvard
Family Romance, LLC premieres at Cannes. That same year, Ishii lectures at Harvard and receives the Glass Award.
A Global Conversation
As loneliness gains worldwide attention during the pandemic, Japan's proxy services become an even bigger topic of discussion.
"Loneliness is a universal problem.Yuichi Ishii - From his Harvard University lecture
Our service is needed around the world."
A Global Perspective
The impact Japan's proxy culture had on the world.
Discover the truth portrayed through film and media.