What made matchmaking events in Japan's least populated prefecture a 'great success'?

The Mainichi

20-05-2025

TOKYO -- Many local governments in Japan are abandoning matchmaking events intended to combat declining birth rates and revitalize regions, citing lackluster results and a struggle to attract young participants. But Tottori Prefecture, the least populated prefecture in the country, is gaining attention for its unique approach that has turned such events into a "great success."
Exploring the changing landscape of marriage-seeking in the Reiwa era starting from 2019, the Mainichi Shimbun examined the success of the Tottori model, which is based on an understanding of the psychology and behavior of young people in regional areas. What, exactly, is capturing their hearts?
'Human scavenger hunt' on Tottori Sand Dunes
In May 2024, 50 men and 50 women gathered on the Tottori Sand Dunes, among the largest in Japan, for a matchmaking event co-hosted by the Tottori Prefectural Government and Omicale Inc., a matchmaking app operator based in Tokyo.
The event featured a "human scavenger hunt" involving all 100 participants. Challenges included finding someone who has started a NISA (a tax-free small investment account), someone who turns off all lights before sleeping, and someone who has traveled to 10 or more countries. With themes shedding light on the participants' values and lifestyles, participants looked for the people matching the criteria to reach the goal.
Once the ice was broken, the host encouraged participants to send "likes" via the smartphone app used in the event.
Likes lead to face-to-face meetings
By liking someone's profile, the participants could initiate a call. "You can't start without sending a sign," the host informed them, prompting participants to begin conversations.
Areas for yoga and paragliding and a booth with sweets were set up. Participants were seen actively signaling their locations to meet face-to-face. "Over here! I'm by the yoga area on the dunes," called out one enthusiastic participant.
Pref. gov't aims to boost marriages for higher birth rates
With a population of just under 530,000, Tottori Prefecture is the least populated prefecture in Japan. In 2023, only 3,263 births were recorded, down 30% from a decade earlier. Nationally, the average number of children per married couple hovers around 2.0. The Tottori Prefectural Government has focused on marriage support, believing that increasing marriages will lead to more births.
Gov. Shinji Hirai, in his fifth term since first being elected in 2007, established the "Entry" marriage support center in 2015, which facilitates meetings through matchmakers and by hosting events. In 2023, he declared Tottori a "new child-rearing kingdom," aiming for 500 couples annually.
Kazuhiro Hasegawa, a 34-year-old section chief at the prefectural government's "child-rearing kingdom" division, noted that attracting enough women to events was a challenge. One reason is the small, close-knit nature of local communities. "There were concerns about the same people always showing up at events and participants being exposed through rumors like, 'I heard she went to a matchmaking event,'" Hasegawa explained.
Aversion to the term 'marriage hunting'
To combat declining birth rates and the population outflow accelerating in rural regions, the national government in fiscal 2023 increased the budget for its grants for the promotion of measures to counter declines in regional birth rates to 10 billion yen (some $69 million) -- roughly triple the budget for the previous fiscal year. Tottori Prefecture used this grant to enhance matchmaking support.
The prefectural government formed the "Tottori Mirai Sozo Taskforce" (Tottori taskforce for future creation), recruiting employees in their 20s and 30s to reflect the opinions of young people. It also established the "Tottori Wakamono Katsuyaku-kyoku" (Tottori youth active participation bureau), enlisting residents from high school age to their 30s. One idea that emerged was the event at the sand dunes.
Hasegawa was apparently surprised by the opinions of young people. "They said they disliked the term for 'konkatsu' (marriage hunting, or more literally, marriage activities). I realized that it might sound too aggressive, making participation difficult," he said.
Incorporating youth opinions leads to flood of applications
Based on this feedback, event name candidates were considered, and after a popular vote among staff in their 20s, "matching event" was chosen. The vast dunes were selected as the venue because it would be difficult to spot acquaintances. At the venue, too, initial contact was made via the event app before meeting in person.
The app becomes unusable about a week after the event, requiring participants to exchange contact information personally if they wish to keep in touch. Recreational elements like yoga and paragliding were included to create natural encounters where like-minded participants could enjoy activities together, leading to relationships.
The participation fee was set at 1,000 yen (about $7) for both men and women, thanks to subsidies from the prefectural and national governments, keeping costs low. As a result, the event, with a capacity of 100 participants (50 men and 50 women), received 160 applications.
Cost and time efficiency sought
Naomi Araki, 56, who serves as a matchmaking adviser for many local governments and emceed the Tottori dunes event, pointed out, "Young people in rural areas lack opportunities to meet partners, as well as money and confidence." She explained that they strongly tended to seek cost-effectiveness while focusing on performance over the available time, such as meeting many people.
"Many events used to be luxurious, like buffets at stylish restaurants, but that's changed," she added.
In Sakai, Fukui Prefecture, a matchmaking event at city hall with a 2,000 yen (around $14) fee apparently also exceeded capacity for both men and women, highlighting the appeal of government-hosted events' reliability.
Participation fees used to be often higher for men, but equal fees for both men and women have become common amid growing gender equality awareness.
Araki said that it is important to understand young people's desire not to fail, adding, "Approaching someone they're interested in is a high hurdle. Matchmaking apps lower that hurdle."
29 matches out of 100 participants
The dunes event resulted in 29 matches (personal contact exchanges) among the 50 male and 50 female participants. It is not uncommon for only two or three matches to occur at such events, so Hasegawa called it a "great success."
With cost-effectiveness, time performance and privacy protection -- the three elements sought by rural youth -- the event was a success. Another dunes event is scheduled for May 24. Men's slots filled within 10 days, prompting additional spots. While women's initial slots were full, extra applications are still being accepted.
Why the government supports matchmaking
Tottori Prefecture's budget for matchmaking support projects has increased year by year. In fiscal 2025, it has allocated 47 million yen (approx. $324,000) for its "Entry" marriage support center operations and 23 million yen (roughly $158,000) for new projects including the events on the sand dunes.
While "Entry" facilitated a record high of 57 marriages in fiscal 2024, the overall number of marriages in the prefecture decreased from the previous fiscal year.
Critics argue that government-sponsored matchmaking leads to "produce more" policies and that improving local employment and retaining women should take precedence in addressing declining birth rates.
However, the Tottori government says that it plans to continue the events, driven by the belief that marriages would decline further without government support. Hasegawa stated, "In the post-COVID era, there's a growing momentum to actively seek partners. We as the prefectural government want to support relationships."
(Japanese original by Reiko Noguchi, Digital News Group)