Casual Dating - Japan

  • Japan
  • Revenue in the Casual Dating market is projected to reach €18.54m in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 3.57%, resulting in a projected market volume of €21.33m by 2028.
  • In the Casual Dating market, the number of users is expected to amount to 3.9m users by 2028.
  • User penetration will be 2.9% in 2024 and is expected to hit 3.2% by 2028.
  • The average revenue per user (ARPU) is expected to amount to €5.10.
  • In global comparison, most revenue will be generated in the United States (€272.40m in 2024).
  • With a projected rate of 4.5%, the user penetration in the Casual Dating market is highest in the United States.

Key regions: United States, China, Japan, Germany, Europe

Comparaison de régions

Analyst Opinion

The Casual Dating market in Japan has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, and unique local circumstances.

Customer preferences:
Japanese consumers have shown a growing interest in casual dating, seeking relationships that are less committed and more focused on fun and enjoyment. This shift in preferences can be attributed to several factors, including a desire for personal freedom and independence, a changing societal attitude towards relationships, and the influence of Western culture.

Trends in the market:
One notable trend in the Japanese Casual Dating market is the rise of online dating platforms and mobile applications. These platforms provide a convenient and discreet way for individuals to connect with potential partners, allowing them to browse profiles, chat, and arrange dates at their own convenience. This trend has been fueled by the widespread adoption of smartphones and the increasing acceptance of online dating as a legitimate way to meet new people. Another trend in the market is the popularity of group dating or "gokon" events. These events, often organized by matchmaking agencies or social clubs, bring together groups of single men and women for a casual and relaxed gathering. Gokon events provide an opportunity for individuals to meet new people in a group setting, reducing the pressure and awkwardness often associated with one-on-one dates.

Local special circumstances:
The Japanese Casual Dating market is influenced by unique cultural and social factors. In Japan, there is a strong emphasis on social harmony and conformity, which can make it challenging for individuals to express their romantic or sexual desires openly. Casual dating provides a more discreet way for people to explore their relationships and fulfill their desires without going against societal norms. Additionally, the declining birth rate and aging population in Japan have also contributed to the growth of the Casual Dating market. Many young Japanese adults are choosing to prioritize their careers and personal pursuits over starting families, leading to a higher demand for casual and non-committal relationships.

Underlying macroeconomic factors:
The growth of the Casual Dating market in Japan is also influenced by macroeconomic factors. The country has experienced a prolonged period of economic stagnation, which has led to increased uncertainty and a decline in traditional dating and marriage patterns. As a result, many individuals are turning to casual dating as a way to meet their emotional and social needs without the financial burden and commitment associated with long-term relationships. In conclusion, the Casual Dating market in Japan is experiencing significant growth due to changing customer preferences, emerging trends, unique local circumstances, and underlying macroeconomic factors. As Japanese consumers continue to seek more casual and non-committal relationships, the market is expected to expand further in the coming years.


Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.

Vue d’ensemble

  • Revenue
  • Demographics
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
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