TOKYO DATING APP: GOVT’S “GENTLE” PUSH

What do you do as a government when your residents seem uninterested in dating despite the numerous dating applications and services available to them? As the saying goes, if you cannot beat them, join them.

“We learned that 70% of people who want to get married aren’t actively joining events or apps to look for a partner,” a Tokyo government official in charge of the new app said. “We want to give them a gentle push to find one.”

TOKYO’S DATING APP: MARKETING SWIPES RIGHT

The Tokyo Metropolitan Government’s decision to enter the world of dating apps represents a unique and promising marketing opportunity. Unlike free dating apps like Tinder and Bumble, this government-backed app brings a new level of credibility and trust to this popular yet saturated market.

If this initiative aimed at boosting the declining birth rate is to be successful, the app must tackle the biggest obstacles that dating apps face: trust and authenticity.

Tokyo’s dating app will stand out due to its strict verification process; users will have to prove their single status as well as their income. This is to address the common issues of false profiles and misrepresentation seen in other apps. Another popular app, Omiai, which asks male users to pay, does not have this level of verification. Thus, offering a secure, reliable, and trustworthy platform could appeal to those truly seeking genuine long-term relationships.

WHAT WOULD BE THE STRATEGY?

Here are four key factors that should be the focus to maximize the potential of this initiative:

1. Highlight its USP: This app offers a unique selling point. Not only is it backed by the government, but it also has a thorough verification process to build credibility.

2. Target social platforms: LINE is the platform most Japanese people use to communicate, making it an effective way to target 25–40-year-olds, the key demographic for marriage and family planning. Offer a direct link to LINE to continue the getting-to-know process. This would also add another level of authenticity by asking users to link their real LINE accounts.

3. In-app features: Offer more ways for people to get to know each other and select the best match, such as compatibility tests. Encourage meaningful and serious interactions.

4. Promotions: Leverage the government’s power to collaborate with local businesses, such as restaurants and travel agencies, to offer discounts or promotions to app users.

WILL IT BE ENOUGH?

While this initiative is certainly a move in the right direction, it will require more comprehensive measures to tackle the social problems it was created to combat successfully. The busy lifestyles of Japanese people (due to work) and the high cost of raising children will continue to remain significant obstacles. Recent data from the Ministry of Health shows that in 2023 there were only 727,277 births and 474,717 marriages, both numbers down from previous years.

Elon Musk, known for being a vocal advocate for addressing population decline, praised Tokyo’s initiative. He stated, “I am glad the government of Japan recognizes the importance of this matter. If radical action is not taken, Japan (and many other countries) will disappear!”

Furthermore, while there is not any specific mention regarding non-Japanese users or foreign residents in Tokyo, given the global nature of dating and the increasing number of international residents, it would be wise not to disregard this part of the market as it could broaden its user base and appeal.

WHY IS THIS IMPORTANT FOR MARKETING?

Simple: fewer people mean fewer consumers. Fewer consumers mean fewer marketing opportunities.

Beyond major sports events, partnerships with the government are rare, presenting a highly attractive marketing opportunity. This initiative offers a unique angle for corporate responsibility, allowing companies to be part of the solution to Japan’s demographic challenges. By supporting a platform that promotes genuine, long-term relationships, businesses can enhance their brand image and connect with a highly engaged audience.

Partnering with the Tokyo Metropolitan Government on this dating app can position companies as leaders in corporate responsibility while tapping into a unique and impactful marketing channel.