Japan’s Government Initiatives to Boost Marriage and Birth Rates Through Dating App
The Japanese government has implemented several initiatives to address the country’s declining birth and marriage rates, including state-supported dating programs. The Tokyo Metropolitan Government launched its AI-powered dating app, Tokyo Enmusubi, on September 20, 2024, as part of the Tokyo Futari Story initiative to encourage marriage and childbirth. Users must submit documentation proving they are legally single, sign a pledge affirming their intent to marry, and provide a tax certificate to verify annual income.
The app requires 15 personal details, such as height, education, and occupation, and a mandatory interview with operators to ensure authenticity. A 2021 survey by Tokyo found that 67% of 3,267 residents hoped to marry, but 69.3% had not taken steps to find a partner, prompting the app’s development to provide a “gentle push” for hesitant users. The government allocated 200 million yen ($1.28 million) in 2023 and 300 million yen ($1.5 million) in 2024 for this and other marriage-promotion projects.
Additionally, Tapple, a private dating app with over 20 million users, introduced a feature on April 30, 2025, to verify users’ marital status using government records via the Myna Portal and My Number card. This followed a survey showing 69% of women and 54% of men were concerned about misrepresentation, with 97% of women and 83% wanting verified marital status. Married users face account suspension, enhancing trust in the platform.
Beyond apps, Japan’s government has supported matchmaking since 2015 through policies expanding childcare, paternity leave, and local dating services. Known as konkatsu (marriage hunting), a term coined in 2007 by sociologist Masahiro Yamada, these services include speed-dating events organized by local authorities. Participants engage in quick dates, with “marriage-promotion committees” assisting if conversations falter. Prefectures like Fukui, which pioneered an online dating service in 2010, and Hiroshima, where 15 couples married after 2023 events, have seen modest success. Saitama’s 2018 online matchmaking service has 20,000 users and led to 458 marriages by March 2024. Miyagi offers AI-driven matchmaking, Ehime uses big data, and Miyazaki promotes analog letter exchanges.
Tokyo also hosts singles events, such as sports or art-viewing gatherings, and provides counseling for couples, dating skills workshops, and free portrait services to enhance appeal. The national Children and Families Agency, launched in April 2023, deploys “marriage support concierges” in all 47 prefectures to bolster local programs, with the central government covering 75% of costs.
These initiatives address Japan’s demographic crisis, with a fertility rate of 1.2 in 2023, well below the 2.1 needed for population stability, and 474,717 marriages, the lowest since 1933. Tokyo’s fertility rate is 0.99, and births fell to 727,277 nationwide in 2023. A 2024 Asahi Shimbun survey showed 54% of Japanese support government-run dating apps, with 64% of 18- to 29-year-olds and 74% of those in their 30s approving, though 57% lacked confidence in broader birth rate measures.
Critics argue these efforts fail to address root causes, such as Japan’s work-centric culture, where long hours (often unpaid until superiors leave) limit time for relationships. Limited parental leave—14 weeks for mothers at 60% pay, none for fathers—contrasts with countries like Sweden, which balance work and family better without sharp birth rate declines. Financial pressures and traditional gender norms also deter young adults, with many prioritizing careers or personal interests like oshi-katsu (fan activities). Skepticism persists, with X posts questioning the use of tax funds and suggesting outsourcing may inflate costs without results. Experts like Harvard sociologist Mary Brinton advocate dismantling “male breadwinner, female carer” norms for lasting impact.
Despite challenges, Japan’s multifaceted approach—combining technology, financial incentives, and community events—reflects a concerted effort to reverse demographic decline, though systemic cultural and economic reforms may be needed for sustained success.
