In 2023, the number of bankruptcies among marriage agencies in Japan reached a record high, with 11 companies going bankrupt and 11 others either suspending their business or dissolving, according to Teikoku Databank. Meanwhile, a survey conducted by Meiji Yasuda Life Insurance in October 2023 revealed that 25% of couples who had married within a year prior to the survey had used a dating app to meet. The main reasons cited for using an app were the ease of meeting someone and lack of opportunities to meet people at work.
Marriage agencies are now holding face-to-face events such as online meetings and konkatsu parties to attract users. However, they are facing challenges with the costs of advertising these events and potential price competition. The lack of differentiation between companies offering similar services is also contributing to the high number of bankruptcies. Despite this, there have been issues with profile photos leading to mismatches, prompting marriage agencies to reevaluate their konkatsu style to ensure the identity of members can be verified.
Teikoku Databank suggests that the future of marriage agencies will depend on their ability to provide opportunities for meaningful encounters that meet the needs of users who are moving away from apps and highly motivated to get married. As more people turn to dating apps for finding potential partners, it is important for marriage agencies to adapt and find new ways to connect people in real life.
