
A 40-year-old man in Japan has turned an unconventional idea into a thriving business. He earns over 100 million won (approximately $68,000) annually by offering a rental service where people pay just for his presence.
Shoji Morimoto, who operates the Do Nothing rental service, earned around $80,000 in 2023, according to CNBC.
Morimoto launched the service in 2018 after losing his job. At the time, his boss had criticized him for “not doing anything valuable” at the company, which led to his dismissal. Rather than let the criticism discourage him, Morimoto used the experience to inspire a new business venture.
Over 1,000 Requests and Counting: From 17-Hour Train Rides to Concert Companionship
Morimoto’s service involves renting himself out to people who simply want passive companionship. His tasks range from waiting at the finish line for marathon runners to accompanying clients to submit divorce papers or attend court hearings.
He also listens to clients’ personal stories, takes video calls while they clean their homes, and comforts them during difficult times. One of his most time-consuming requests was a 17-hour train ride, during which he sat on the same line from dawn until the last train of the day.
“I’ve stood in the sweltering heat, braved freezing cold for hours, and even attended parties filled with strangers,” Morimoto shared. “It’s not always easy, but I treasure the unique experiences this job gives me.”

Initially, Morimoto charged between ¥ $10,000 and ¥ $30,000 (roughly $63 to $189) for a two—to three-hour session. Recently, he switched to a pay-what-you-want model, allowing clients to decide how much they want to pay.
With about 1,000 service requests annually, Morimoto’s business has gained significant popularity, resulting in an impressive 560,000 social media followers.
“I provide temporary companionship for people who feel uncomfortable in certain situations,” Morimoto explained. “My goal is simply to live life, enjoy it, and find happiness in every moment.”
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