Japanese authorities are encouraging citizens to engage in romantic relationships in an effort to counter the country’s declining birth rate. Tokyo and Kyoto are experimenting with innovative approaches to encourage new couples to form and thus increase the number of marriages.
Among the prominent ideas are the use of dating apps and the hosting of virtual events in the metaverse. State involvement in these initiatives helps give new meaning to the traditional role of Cupid.
In recent decades, Japan has seen a steady decline in the birth rate, which has had a significant impact on the country's social and economic dynamics. The number of marriages has seen a substantial decline, from about one million in 1972 to 504.930 in 2022.
According to data released by the National Institute of Population and Social Security Research of Japan, in 2020, Tokyo surpassed all other cities in the number of people who had never married: 32,15% of men and 23,79% of women.
In response to this trend, the Japanese capital is introducing several measures aimed at facilitating the establishment of long-lasting romantic relationships between its inhabitants.
Starting in 2024, the city of Tokyo will launch a matchmaking app run by a private company, accessible to both residents and those working or studying in the capital.
Authorities hope that the rigorous verification process implemented to sign up for the app will deter scammers and those who are already married. To support this initiative, an advertising campaign is also planned to promote respectful behavior within the app.
Another innovative method for increasing the number of weddings is organizing virtual events in the metaverse. Collaborations with digital platforms allow for the creation of interactive virtual environments where citizens can interact socially and participate in simulated couple activities.
Among the ongoing initiatives, the city of Miyazaki, in collaboration with Eureka, will offer workshops on using the local dating app Pairs and distribute coupons for its paid services.
The city of Kyoto, meanwhile, has embraced the metaverse by organizing virtual reality matchmaking events. The inaugural event was held in November 2021, in collaboration with Memoria VR, a Tokyo-based startup specializing in virtual dating services.
Participants were randomly selected, and four new pairs were formed at the end of the event. In response to the positive feedback received, Kyoto plans to organize more events of this kind.
Initial indications suggest that these initiatives are bearing fruit, with an increase in the number of couples meeting through dating apps and participating in virtual events in the metaverse. However, further studies will be needed to assess the long-term impact of these strategies on the birth rate and social structure of the communities involved.
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