What do you do when 70 percent of your single residents say they want to get married, but none of them are doing anything about it? If you're the Tokyo government, you build a dating app.
Tokyo Enmusubi — Not Quite Like Tinder
In September 2024, Tokyo launched its official dating app, "Tokyo Enmusubi." It differs dramatically from commercial alternatives. To register, users must prove they are single with official documents, sign a letter confirming their marriage intentions, and provide tax returns to show income.
A total of 15 personal details are required — everything from height and education to occupation. In addition, everyone must go through an interview with the app's operator. The government has invested 500 million yen (roughly $3.5 million) in the project.
Why All This?
Japan has had declining birth rates for over 50 years. In 2025, only 705,809 babies were born, the lowest ever since record-keeping began in 1899, and the tenth consecutive year of record lows. The fertility rate sits at 1.12, and twice as many people are now dying as being born.
A survey of 3,267 residents in Tokyo showed that 67 percent wanted to get married, but 69 percent hadn't taken a single concrete step. The app is meant as a "gentle nudge" for this group.
The app isn't the only initiative. Other regions in Japan use AI matching, letter exchanges, and even government-employed "marriage counselors" across all 47 prefectures. Saitama's matchmaking service has led to 458 marriages since 2018.
A Global Trend
Japan isn't alone in facing declining birth rates. Many developed countries are grappling with similar challenges. While most governments focus on making it easier to be a parent, through parental leave, subsidized childcare, and child benefits. Japan's approach of directly intervening in the dating process is unique. The global fertility rate has been declining steadily, prompting creative policy responses worldwide.
Sources
- ACOG — Clinical guidance on pregnancy and women's health
- WHO — Global recommendations for maternal health
- Mayo Clinic — Evidence-based pregnancy health information
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- All Baby Tools — Browse all free tools for pregnancy and baby care
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