30/10/2025

LYFE THURSDAY | OCT 30, 2025

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FACING mobility challenges recently, I booked a companion service for a hospital visit. The assistant waited patiently, reminded me of my appointment and efficiently managed the entire process. He clearly explained reimbursement procedures, and knew exactly which self-service machines on each floor had shorter lines. This level of professional support significantly enhanced the medical experience. In today’s China, services such as medical companions, elderly care companions, photography assistants in urban settings, and companions for home renovation supervision are becoming increasingly prevalent. Delivered through market-based and social channels, these services offer accessible, efficient support while relieving clients of the psychological burden of “owing favours”. More importantly, they meet the growing demand for diverse and personalised assistance. The emergence of the companionship economy reflects profound social shifts. On one hand, high mobility often separates families and friends – some in the north, others in the south, some in cities, and others in rural areas – creating frequent scenarios where companionship is needed but unavailable. On the other hand, a new generation of consumers increasingly values emotional well-being and is willing to pay for personalised, professional companionship. This evolving demand, shaped by changing family structures and broader social transformations, underscores the value of market-based solutions. At present, the companionship economy M USCLES bulging, bodybuilder Takuya Usui settles a woman into her wheelchair at a Japanese care home, where jacked Gen Zs are helping to ease labour shortages in a struggling industry. Gender stereotypes and poor pay have long discouraged Japanese young men from becoming caregivers, even as demand surges in a country with one of the world’s oldest populations. But Visionary, a firm based in the central city of Nagoya, has hit upon an unusual solution: luring male bodybuilders into the care sector with perks including paid gym time and subsidies for protein shakes. “I used to find nothing appealing about this industry,” former fitness trainer Usui told AFP. But then, “I was told I can actually put my muscles to use in this job, and I thought: ‘Well, let’s give it a try.’” Wearing a black sleeveless vest that shows off his tan and biceps, Usui effortlessly lifts wheelchair user Madoka Yamaguchi out of bed, gives her lunch, brushes her teeth and helps her apply eye drops. “He is so muscular that I don’t have to worry that he might accidentally drop me,” said 65-year-old Yamaguchi, who is unable to move her limbs. “It’s reassuring,” she explained from Visionary’s care home near Nagoya for people with disabilities. An acute labour shortage plagues the caregiving industry in Japan, home to the world’s second-oldest population after Monaco, according to the World Bank, with nearly four vacancies for every job seeker. Japan’s labour ministry estimates a shortfall of about 570,000 caregivers by 2040, driven by low wages that fail to match the physically demanding nature of the work. Men tend to stay away, leaving women – mostly those aged 40 or older – to make up over 70% of positions in care facilities, according to labour ministry data. “I stood out a lot for being male and young,” said 40-year-old Visionary CEO Yusuke Niwa, recalling his first job as a carer nearly 20 years ago. It dawned on him that “being cool” was key to igniting interest among young men, and he set out to recruit people who resembled his own role models. He considered, but ultimately dismissed football players and martial arts fighters, before homing in on bodybuilders. “Bodybuilders are extremely photogenic, cool and the embodiment of tireless hard work,” Niwa said. Muscle-friendly It was in 2018 – a decade after he founded

Usui (left) and Tatsumi.

Jacked Gen Zs venture into care-taking industry o Young bodybuilders lift Japan’s ailing sector Care worker and bodybuilder Tatsumi (left) helps a woman train at a care home for people with disabilities operated by Visionary in Ichinomiya, Aichi prefecture.

Usui (left) pushes wheelchair-user Yamaguchi. – PICS FROM AFP

service quality, foster a robust ecosystem, and ensure sustainable industry growth. At its core, companionship is about human interaction. It requires patience, empathy and emotional attentiveness. One experienced companion, with over a decade of experience in the field, shared he always carries tissues in his bag “just in case” – a small gesture that speaks to the importance of service details. At the same time, clear boundaries and safeguards around safety and privacy are essential to building trust and unlocking market potential. As Chinese households become smaller and the population continues to age, the companionship economy is poised for further growth. Whether assisting individuals during times of inconvenience, supporting shared interests or simply providing meaningful social interaction, these services fulfil emotional and practical needs. Ultimately, the rise of the companionship economy reflects Chinese people’s pursuit of a higher quality of life and the agility of social services in adapting to emerging demands. One industry forecast projects that by 2025, the market for companionship services in China will reach 50 billion yuan (RM29.5 million). With growing consumer willingness and capacity to invest in standardised, on-demand support, this emerging sector represents not only a response to social evolution but also an inevitable outcome of market development. This article is contributed by Cui Yan, People’s Daily tedium of daily training and strict dietary regimens, he said. That discipline “can be a great advantage for caregivers who support the same clients every day”. “It might seem simple but is actually quite challenging,” Tatsumi said. Tremendous loss In Japan, the need to care for ailing parents and other family members forces around 100,000 people to quit jobs every year, according to government data. And 300,000 more are forecast to juggle their careers with caregiving at home by 2030, the data shows. CEO Niwa said the care industry had to step up.

The vast majority of new recruits are casual fitness enthusiasts. But while all employees enjoy free gym access, the most generous benefits – such as two hours of paid weight training a day – are reserved for a select squad of competitive bodybuilders. Among them is Hokuto Tatsumi, 27, an ex-serviceman in the Maritime Self-Defense Force enticed by the “most muscle-friendly work environment you could hope for”. Bodybuilders are adept at enduring the

Visionary – that Niwa unveiled the concept of “Macho Caregivers”, a campaign to remove the stigma around the care industry. Before then, the company had struggled to hire even a single carer a year, but the idea brought applications flooding in, including from young men.The firm said it hired 168 people in the fiscal year 2024 alone. Visionary now expects annual sales of 2.2 billion yen (RM50.56 million) for this fiscal year ending in March 2026, roughly a 10-fold jump compared with the period before 2018.

New industry of empathy: Inside China’s companionship economy

Volunteers accompany seniors living alone on a Spring Festival shopping trip in Xiapu community, Ningbo, east China’s Zhejiang province. – PIC BY YE ZHENGWEI

and Senior Service, together with 21 partner platforms and organisations, has issued standards for elderly medical companion services, covering protocols, safety procedures and complaint mechanisms. Some elderly care institutions are piloting full-service standards, supported by digital platforms that enable real-time monitoring and evaluation. These measures aim to enhance

remains in an early, relatively unregulated stage, with service quality often hinging on individual providers’personal attributes, sometimes resulting in a “blind box” experience for clients. As a result, there is a growing demand for standardised development to ensure consistency and trust. Some institutions have begun exploring detailed service standards and operational protocols. The China Association of Social Welfare