"We'll Give You 200,000 Won, Please Start Dating"... Japan Subsidizes Matchmaking App Fees

Dating App Fee Support for Unmarried Residents Aged 20 to 39
Unique Measures Amid Low Birth Rate and Population Decline

As Japan continues to experience population decline due to its low birth rate, local governments are now directly implementing policies to encourage romantic relationships. Their aim is to increase opportunities for young people to meet by subsidizing the use of matchmaking applications.

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According to the South China Morning Post (SCMP) and Sankei Shimbun on April 22 (local time), Kochi Prefecture launched a subsidy program on April 10 that supports the usage fees of private matchmaking apps for unmarried residents aged 20 to 39.

Eligible participants who sign up for an 'online marriage partner introduction service' that meets certain criteria can receive up to 20,000 yen (approximately 185,000 won) in subsidies. While the actual service fees are somewhat higher than the subsidy, the program is intended to lower the initial cost barrier and encourage participation.

One in Four Meet Their Spouse Through Apps... Changing Ways of Meeting

This policy is driven by a shift in how people meet. According to a 2024 survey conducted by the Children and Families Agency of Japan, about 25% of married people aged 39 or younger met their spouse through a dating app. Meeting through apps has overtaken work and school connections to become the most common way to find a partner.

Whereas matchmaking or work-centered introductions were once the norm, personalized matching services have recently emerged as the main platforms for romance and marriage. As a result, related policies are also evolving.

Behind these policy changes lies the ongoing trend of declining birth rates and population. As fewer people are getting married, this leads to fewer births, prompting local governments to intervene from the very first stage—helping people meet.

"Expanding Opportunities to Meet" vs. "Structural Limitations"... Mixed Reactions

However, responses to these policies are divided. Some see this as a realistic approach to increasing opportunities to meet, while others point out that it falls short of addressing fundamental problems. Structural factors such as high living costs, long working hours, and the burden of child-rearing expenses are blocking marriage and childbirth, meaning that simple financial support alone has its limitations.

In reality, Japan's demographic crisis is becoming more severe. In 2024, the number of births was approximately 686,000, marking the lowest figure since 1899, while the number of deaths reached about 1.59 million. As a result, 'natural decrease,' where deaths outnumber births by nearly one million, occurred.

Shikoku, where Kochi Prefecture is located, is considered one of the regions in Japan experiencing the fastest population decline. The total population remains at about 650,000, and the outflow of young people continues. Against this backdrop, Kochi Prefecture has started supporting the use of matchmaking apps to expand opportunities for young people to meet.

Miyazaki Prefecture has also previously operated a program that provided about 10,000 yen (approximately 93,000 won) to users of matchmaking apps. As concerns over low birth rates and the disappearance of rural areas grow, local governments across Japan are responding with a variety of measures.

This content was produced with the assistance of AI translation services.