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.

Following the boom of self-employed workers that followed the financial crisis Mr Nishimoto said he founded 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.