Japan: Matching apps become a primary route to marriage

Matching applications have become a mainstream method for finding partners in Japan, now accounting for approximately 30% of marriages. This figure has risen significantly from around 17% in 2021, surpassing traditional methods such as introductions from friends or colleagues and workplace romances.

Despite the increase in available connections, users face structural challenges. The rise in service providers, which grew from five companies in 2019 to over 20 by 2022, has created a competitive environment where some users struggle to find compatible partners. Experts note that high-demand profiles receive most attention, while others may face difficulty establishing relationships, leading to phenomenon described as “app fatigue.”

Strategic planning is also highlighted as a factor in successful dating. Keisuke Kamijo, founder of the matching app Dine (now D3), suggests that logistical choices, such as selecting accessible locations like Ebisu or Ginza and making reservations in advance, are critical to maintaining the momentum of a first meeting.