- By Supratik Das
- Mon, 08 Dec 2025 01:55 PM (IST)
- Source:JND
Viral Couple Trend: A sharp gender imbalance in Latvia has triggered an unusual trend where women are increasingly hiring “husbands for an hour” to manage household repairs and daily chores, according to a report by the New York Post. The trend has gone viral on social media, drawing global attention to the Baltic nation’s shrinking male population.
Recent data from Eurostat shows that Latvia has 15.5 per cent more women than men, a figure that is more than three times the European Union average. The gap widens dramatically among the elderly. As per the World Atlas, women over the age of 65 outnumber men nearly two to one.
‘Man-Dates’ Replacing Real Relationships
The shortage has reshaped social dynamics, especially for young working women. A festival worker named Dania told The Sun that nearly all her colleagues are women. “There’s nothing wrong with that,” she said, “but just for the good balance, you would want to have some more men to flirt or chat with. It’s just more interesting.” Her friend Zane added that many Latvian women are now moving abroad to find partners, as local prospects continue to dwindle.
With fewer men available for relationships, many women have turned to practical alternatives. Platforms such as Remontdarbi.lv and Komanda24 now offer professional handymen who can be hired online or by phone. The services include plumbing, carpentry, painting, curtain fixing, and even mounting televisions, without any romantic expectations.
Why Latvia Has Fewer Men
Experts cited by the New York Post link Latvia’s gender gap largely to lower male life expectancy, driven by smoking, obesity, and lifestyle-related health risks. According to the World Atlas, 31 per cent of Latvian men smoke compared to just 10 per cent of women. Men also show slightly higher rates of obesity. These long-term health trends have steadily reduced the male population over decades, particularly among older age groups.
The trend is not limited to Latvia. In 2022, a UK-based couple went viral after launching a business called “Rent My Handy Husband.” The husband, James, undertakes DIY jobs including painting, tiling, decorating, and general repairs. His day rate is around USD 280, with hourly charges starting at USD 44. The business became so popular that the couple reportedly had to turn away clients due to full bookings.
What started as a local staffing solution is now being seen as a reflection of bigger demographic and social changes across parts of Europe. As traditional family structures evolve and population patterns shift, services once considered unconventional are rapidly becoming part of everyday life.