We all make mistakes, and there comes a time in all of our lives when we have to apologize for those mistakes. While some people are good at apologizing, others dread it. Now, thanks to a new category of business in Japan, people don’t have to grovel. They can just pay someone else to do it. For those who have a fear of inadequacy when it comes to expressing regret, a “sorry by proxy” is just the thing. The way these agencies handle situations vary widely by company and by clients’ needs. These apologies by proxy don’t come cheap, though. For a face-to-face apology, the going rate is ¥25,000 ($170), while a phone call or email apology will set you back ¥10,000 ($70). Other companies will throw in crying for a basic fee of ¥3,500 ($25). Naturally, these businesses have come up against criticism, being charged with setting up a web of lies that may complicate one’s life down the road. The businesses say about 40% of their customers are women between the ages of 20 and 40, and the most popular reasons for soliciting apologies are related to problems with money and/or significant others.
