Match Group Wants Japan to Account for 10% of Its Revenue

28th September 2026 Editor

Match Group wants to double the share of its revenue coming from Japan. CEO Spencer Rascoff said Japan currently accounts for around 5% of revenue, with the goal of increasing that to 10%.

Its main business in Japan is Pairs, operated by Eureka, which Match Group acquired in 2015. Pairs had 27 million registered users as of June. Unlike the more casual use of dating apps in the US, many Japanese users join with marriage in mind, and Pairs is built around that market. Trust and safety are particularly important in Japan. Pairs allows users to verify their identity using Japan’s My Number national ID card, while Match Group is also working with local governments to promote safer use of dating apps.

Municipalities are running seminars on safe dating app use, with attendees receiving free Pairs vouchers. Rascoff said government involvement gives dating apps greater credibility, and believes the industry can play a role in addressing Japan’s falling birth rate, alongside broader government, economic and social measures.

Japan’s Dating App Market
Japan is already one of the world’s biggest dating app markets. Sensor Tower estimates it generated $1.6 billion in consumer spending between May 2022 and April 2025, second only to the US. Japanese users also spent more time per day on dating apps than users in any other country measured.

Japan’s Leading Dating Apps
The market is dominated by local brands. A September su rvey of 500 Japanese dating app users found Pairs was the most-used app at 27%, followed by Tapple at 15.2% and dating app “with” at 14.4%. Tinder ranked fourth at 9%, followed by marriage-focused apps Zexy Enmusubi and Omiai.

Tapple is owned by Japanese internet group CyberAgent. It is popular with younger daters and focuses on connecting people through shared interests and activities. Dating app “with” is operated by Enito Group, which also owns Omiai. It launched in 2015 and differentiates itself through personality and compatibility matching. The app uses psychology-based assessments and information about users’ interests and values to suggest compatible matches. Enito says the app is particularly popular among people in their 20s. Omiai is aimed at serious relationships, with more than 90% of its users looking for marriage or a relationship that could lead to marriage. Zexy Enmusubi was Recruit’s marriage-focused dating app, but the service closed in March 2026.