Latvia, a Baltic nation known for high levels of education and life expectancy among women, faces a peculiar challenge: a severe shortage of men. This gender imbalance has led single women to find modern solutions for heavy household tasks—specifically, hiring men by the hour.

In Latvia, women experience what is referred to as a "male drought." Despite women's health and educational standing being strong, high male mortality rates create a significant gender gap in society. To address this shortage, startups like "Remontdarbi.lv" have emerged. This service operates similarly to ride-sharing apps, allowing women to hire skilled men online for home repairs such as plumbing and electrical work.

Known in the media as "husband for an hour," this phenomenon is not related to romantic dates; women simply rent male labor for short periods to tackle tasks left undone due to the absence of a partner.

Official Eurostat statistics reveal that Latvia has 15.5% more women than men, a figure three times higher than the EU average. Sociologists point out that the critical age range is between 30 and 40, where male mortality rates are three times higher than those of women, mainly due to traffic accidents, risky work behaviors, and alcohol addiction. The life expectancy gap in Latvia reaches 11 years, the highest in the EU.

Experts believe that the difficult transition to a capitalist economy and financial pressures have led Latvian men to experience more depression and engage in risk behaviors like gambling and substance abuse, with 80% of suicide statistics in this former Soviet state attributable to men.