Contents
Introduction
In the ever-evolving landscape of technology and relationships, Japan has emerged as a fascinating arena for the promotion of dating apps. In a society deeply rooted in tradition and cultural nuances, the adoption of digital tools to enhance romantic connections is a reflection of the changing dynamics in Japanese relationships. This article delves into the intriguing promotion trends surrounding dating apps in Japan, shedding light on the strategies and innovations that have paved the way for these applications to become an integral part of modern courtship in the Land of the Rising Sun.
Dating Apps Advertisements Trends in Japan
TV Commercial Release
Airing TV commercials of matching apps had been regulated in Japan in accordance to the “Dating Site Regulation Act” (出会い系サイト規制法). Last September 2023, this ban on TV ads for matching apps had been lifted and since then, we’ve seen a number of enticing TV advertisements from leading matching apps in Japan. Examples of TVCM that launched immediately after the lifting of ban are Tapple and Pairs.
Station Advertising
If you’re looking for love in Japan, it is a common custom to turn into going to shrines and ask God for help in matchmaking. “Pairs” had created a buzz by using advertisements in a station where there is a famous matchmaking shrine, the Meiji Shrine. The nearest station, Meiji-jingumae Station, had ads saying “The strongest matchmaking spot is here.” and “To you who are about to ask God for a lover this year.”
Billboard Advertising
Shibuya, one of the busiest cities in Japan, and where most young people go to hang out, seems to be a great choice to do marketing for matching apps. The competition is so fierce for billboard advertising. In the photo below, you can see 3 matching apps billboard ads in the busy streets of Shibuya.
Advertisements That Caught Our Attention
Collaborative Advertising: Netflix x Tinder
A collaborative advertisement with Netflix injected a delightful dose of humor into the promotion, as the content playfully depicted both companies engaging in a humorous battle against each other.
Using Cute Animals: Dine
In an effort to mitigate the negative connotations associated with dating apps and foster a more positive perception, Dine turns to the irresistible charm of cute animals in their imagery.
Use of Manga Art: Pairs
Japan, where manga was first popularized, also incorporates manga art on its ads. Below is an ad from Pairs that made a buzz online because of its eccentricity. The cartoon is about a muscular woman who met and proposed to a man she would not normally consider.
Monetary Gift for Dating
In a survey conducted by nippon.com, it reveals that 65.8% of men and 51.8% of women in their twenties said that they had “no spouse or partner.” To support Japanese people to go back into dating and restore their passion for love, “Pairs” conducted a “Let’s start dating again” campaign, giving out “Koi no otoshidama” to over 10,000 people to support their dating costs for the upcoming holiday season. “Koi” means “love,” and “Otoshidama” is monetary gift usually given during New Year (by adult relatives to children) presented in special envelopes called “pochi-bukuro.”
Use of AI Illustrations
Since matching apps are regulated in Japan, there are fewer models to hire for ads. That’s why matching app like “オタ恋 (Otakoi)” decided turn into the use of AI for their advertisements. And it worked! The company stated that the use of high-impact AI ads in “オタ恋 (Otakoi)” increased membership by about 1.5 to 2 times for men and 3 to 7 times for women, and that the buzz around the AI ad material may have increased awareness and trust.
Wrap-Up
In this diverse and ever-evolving landscape, the promotion of dating apps in Japan continues to captivate our imagination, offering new perspectives on love, technology, and culture. These evolving strategies not only influence the way individuals seek love and connection but also reflect the broader societal changes, bridging the gap between traditional values and the digital age, thus showcasing the dynamic nature of human relationships and their profound connection to the ever-advancing technological landscape.
