'Rent a Husband' Service Booms in Latvia Amid Severe Gender Imbalance

A "husband for an hour" service is rapidly gaining popularity among women in Latvia, a European country experiencing severe gender imbalance.

The New York Post reported Saturday that Latvia is seeing a growing trend of women hiring men on an hourly basis to handle various household tasks due to a shortage of men.

Latvia has 15.5% more women than men, more than three times higher than the European Union average. While men slightly outnumber women under age 30, the gender imbalance becomes pronounced in the 30-40 age range. Among those 65 and older, women outnumber men two to one, and the life expectancy gap between genders stands at 11 years, the largest among EU countries.

"98% of my colleagues at work are women," one Latvian woman said. "Most of them are dating foreign boyfriends."

As the male shortage has intensified, a culture of easily booking "husband for an hour" services through online platforms or phone calls has become established in Latvia. Once booked, a man arrives within an hour to help with various household tasks including plumbing, carpentry, repairs, and TV installation, emerging as a practical solution that has gained significant popularity among single women.

James, who operates "Rent My Handy Husband," personally handles various household tasks including DIY work, painting, decorating, tile installation, and carpet fitting. He charges $44 (approximately 60,000 won) per hour and about $280 (approximately 410,000 won) for a full day. "November bookings are already full, and I've had to turn some down," he said.