Based on a recent article with Yomiuri Shimbun since the March 11 earthquake more Japanese become proactive in their love life and take action to find a partner or taking more likely now the step to marry their loved ones. According to O-net Inc.(major Japanese marriage matching service) the number of new members last year increased by more than 30 percent compared with the year before. Additionally the company also made more successful matches among its members last year. Along the same lines today’s Nikkei Shimbun has a one page ad (don’t ask me how pricy this must be) for a major matchmaking service in Japan: Zwei. While having a match making add in a business newspaper might not seem too special, what caught my eye is the targeted audience.
Parents are able to register their kid for a lovely amount of JPY 315,000. Although this seems to me quite a large amount, considering the financial situation of the parents compared to the child, it is much more likely that a parent is willing to invest this amount to get some peace of mind that the daughter or son will be properly taken care of in the future. For sure match making services have caught up with the changed environment since the disaster occurred. It is only natural that people prefer to go through stressful times not alone. I am definitely curious what other businesses will adjust their marketing strategy now with the “new Japan”.
Brought to you by Sibylle Ito (伊藤シビル)