Match Group: Potential in South Korea’s Declining Marriage Market

Despite South Korea’s sharp decline in marriages and ongoing demographic challenges, Match Group is viewing the situation as an opportunity rather than a roadblock. Malgosia Green, CEO of Match Group Asia, recently described the 40% drop in South Korean marriages over the past decade as “pretty shocking,” but potentially fertile ground for a more relationship-focused dating app.

The very recent relaunch of Pairs specifically for the South Korean market is a step towards taking advantage of this decline in relationships – not a surprise, considering that Pairs focuses much more on long-term committed relationships than hookups or short-term dates. The move builds on the app’s success in Japan, where Green estimates one in ten marriages now originates from Pairs.

The app is tailored to cultural expectations in East Asia. Users are prompted to answer deeper questions, such as whether they want children or how often they expect to see in-laws—topics often considered too personal for early-stage dating but crucial for long-term compatibility. These responses aren’t made public but are used by the platform’s matching algorithm.

Although Match’s overall revenue in Asia fell by 6% in 2024, the company recorded a 9% year-on-year increase in paying users in the region, suggesting strong engagement potential. Green believes the Asia-Pacific remains a high-growth market, especially as traditional paths to relationships evolve in response to social and demographic shifts – and with South Korea allegedly reporting a marriage drop of over 100,000 within a decade, well-timed app releases could prove incredibly profitable.