For Japan’s Young Singles, Romance Gets a Corporate Middleman

True love may be priceless. But in Japan, 20-somethings are flocking to marriage agencies that promise a fast track to the altar — and charge a premium for it.

For hundreds of years, through the post-World War II era, Japanese marriages were brokered through “omiai,” a practice in which matchmakers — usually relatives, family friends or bosses — linked singles in their orbit. But the custom fell out of fashion, giving way to organic dating and, eventually, a wave of casual-dating apps.

Now, young adults are enrolling at record rates in marriage agencies, where counselors serve as professional matchmakers. Across Tokyo, advertisements line metro cars, urging commuters to “leave life’s fateful encounters to the pros.” Another declares: “Better one omiai than 100 swipes.”

Experts say the shift is being driven by a backlash against frustrations familiar to modern daters globally. With social circles shrinking, young Japanese — tired of the ghosting, catfishing and noncommittal matches rampant on dating apps — are turning to hands-on human guidance for greater efficiency and assurance.

Article source: https://www.nytimes.com/2026/09/29/business/japan-marriage-matchmaking.html