IBJ Matchmaking Gains Ground With Young Japanese Singles

Young singles in Japan are increasingly turning to professional matchmaking services. Across Tokyo, matchmaking agencies advertise directly to commuters with slogans including “Better one omiai than 100 swipes,” pitching professional matchmaking as a more direct route to marriage.

IBJ, one of Japan’s largest matchmaking companies, has seen membership grow by around 50% over the past five years. The company’s first-half revenue jumped 44% this year to approximately $91 million. IBJ now says its network plays a role in around one in every 25 marriages in Japan.

IBJ assigns each member a consultant who guides them through the dating process. This can include advice on grooming, messaging, arranging dates, and exchanging feedback between potential couples. One 28-year-old member said he was exhausted by the cycle of matching, messaging, and finally meeting on apps. He saw matchmaking as a faster way to find someone who actually wanted marriage.

IBJ’s affiliated marriage agencies have different pricing and eligibility rules, but members typically pay $30 to $100 a month, plus an enrollment fee of $650 to $1,300 and a further $1,300 “success fee” if they get engaged. There is also a $1,300 penalty for breaking rules around “banned activities,” which include premarital sex and cohabitation, with counselors tracking the progress of clients’ relationships. Applicants generally need a steady income. IBJ limits membership to women aged 20 to 39 and men aged 25 to 49.

The trend is also playing into Japan’s wider push to get more people married and starting families. IBJ CEO Shigeru Ishizaka believes young people haven’t necessarily given up on marriage. They may simply be looking for a quicker and more reliable way to get there.

Source: New York Times