Pairs Day

What Is Pairs Day?

November 22nd is "Pairs Day" in Japan, established by Eureka, Inc., the company behind the dating app "Pairs." The date coincides with "Good Couple Day" — November 22nd can be read in Japanese as "ii (11) fuufu (22)" or "good couple." Pairs launched in 2012 and has grown into one of Japan's largest dating apps, built around the concept of "meeting people who could lead to romance and marriage," with more than 20 million cumulative members.

The Current State of the Dating App Market

In recent years, meeting people through dating apps has rapidly become mainstream in Japan. According to surveys by Japan's Ministry of Health, Labour and Welfare, roughly one in four or five newly married couples in recent years met through an app or online.

• User demographics: Primarily people in their 20s and 30s, though use among those in their 40s and 50s is on the rise.
• Diversifying goals: Beyond romance and marriage, many users are also looking to make friends or find people with shared hobbies.
• Mandatory ID verification: A 2021 legal revision requires app operators to verify users' identities, improving overall safety.

Tips for Using Dating Apps Safely

• Fill out your profile thoughtfully, with good photos, a genuine self-introduction, and your interests.
• For a first meeting, choose a daytime setting in a public, well-populated place.
• Avoid sharing personal information (address, workplace, social media accounts) until enough trust has been established.
• Check fees and subscription plans in advance to avoid unexpected charges.

Pairs Day and "Good Couple Day"

An increasing number of couples who first met through a dating app choose this date for engagements or marriage registration. While the way people meet has changed, the importance of deepening gratitude and connection with a partner remains the same.