THE CHALLENGE

A global dating app wished to future-proof their platform as online dating culture shifts. The app needed to understand the narratives that shape and represent love and dating in Japan to adjust their communication and increase their younger user base.

THE APPROACH

The research uncovered the dominant and emergent themes and cultural codes of love and dating in various categories and contexts to provide insight into Japanese courtship today. We immersed ourselves in various dating apps to simulate the user experience from discovery to active use to uncover local market nuances.

THE OUTCOME

The insights supported the app in optimising the user experience and communication in the Japanese cultural context. It also shed light to the app’s uniqueness that differentiates it in an increasingly diverse landscape of dating apps.

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