
Japan’s latest buzzword, “Marriage sans dating,” sheds some light on new Japanese romantic customs.
Crazily enough, about 60% of Japanese women and 76% of Japanese men in their 20s report having no romantic partner, yet about 80% of unmarried Japanese say they’re looking towards marriage as a major life goal.
These seemingly incongruous numbers raise an obvious question: How does one expect to get married without first finding a romantic partner and fostering a relationship that will eventually lead to tying the knot? The Japanese answer? Apparently, “Screw all that dating stuff. I’ll just marry whoever’s convenient.”
A handful of celebrity marriages have apparently helped spark the new trend of “kousai zero nichikon” (roughly translated, “marrying without dating”). Famously, actress Maki Horikita married co-star Koji Yamamoto in 2015 after just a month and change of dating, sparking some Twitter users to share stories of their own shotgun marriages.
▼ Maki Horikita infamously married a co-worker after just weeks of dating
According to a Matome Naver compilation of news stories related to the phenomenon, many Japanese are choosing to marry friends and acquaintances to save on time and financial commitments that come with dating. Others appear to believe that marrying someone you aren’t dating isn’t just an acceptable last resort, it’s actually better that way, eliminating the emotional exchanges of dating and allowing people to cut straight to the point. A column in the Joshi Spa! magazine even described hunting for a marriage partner in the traditional way as akin to committing suicide.
Unsurprisingly, there’s no empirical evidence that kousai zero nichikon is taking Japan by storm and it’s most likely a niche movement among the fringes of romantically frustrated Japanese. Still, there’s a precedent here with Japan’s now mostly defunct omiai arranged marriage culture – which saw Japanese parents suggesting partners for their adult children. While many Japanese date and marry in the name of love, quite a few view marriage pragmatically, as a means to an end or an unavoidable obligation.
This all isn’t to say that love isn’t a factor for Japanese couples. Joshi Spa! notes that the rate of arranged marriage divorces is actually dwarfed by the divorce rate of traditional modern marriages, implying, possibly, that love can blossom from even the most unorthodox of couplings.
Source: Matome Naver
Top image: Wikimedia Commons/S. Mitch
Insert image: Wikimedia Commons/Toshi K


Fewer Japanese people got married last year than any time since the end of World War II
A century of love – How dating and marriage have evolved in Japan
Survey reveals 55 percent of women in Japan wouldn’t marry a divorced man
Survey reveals chance of marrying your first love in Japan, other romantic probabilities
Japanese guys way more enthusiastic about moving in with girlfriends than vice-versa, survey says
Wisteria season starts early with blooming of Japan’s Great Wisteria in its beautiful garden
Japan’s best conveyor belt sushi restaurant of seven years ago has now, finally, come to Tokyo
Japanese bento shop sells croquettes for 13 cents, but are they any good?
Final version of Sanrio: Beginning of Kawaii exhibition opens in Tokyo[Photos]
Starbucks Japan releases FIVE new Frappuccinos in a day, and we try them all in 90 minutes
Japanese city abolishes 88th birthday celebratory money gift because people are living longer
Japanese trains in Sapporo might be better than those in Tokyo, thanks to one special feature
Haku is…Chihiro’s dead brother? Studio Ghibli fans blown away by Spirited Away theory
Yoshinoya invites you to give the gift of beef bowls this Mother’s Day
We try new ‘adrift at sea’ experience and end up floating alone on the Yamaguchi coast
Japan reportedly adding Japanese language skill requirement to most common foreigner work visa
Mt. Fuji decorated with a 500,000-flower pink carpet is Japan’s ultimate spring view
Lawson convenience store at popular tourist site is one of the most unusual in Japan
30 Pikachus want to share a Tokyo hotel room with you that has separate Grass, Water, Fire spaces
Man bites woman at cherry blossom park in Japan, dies shortly after
Howl’s Moving Castle’s scene-stealing dog is here to clean your home as a plushie mop
Pokémon and Ikea Japan cross over into each other’s worlds with collaboration events
Japan now has a special desk for people who work at home with a pet cat[Photos]
Famous Tokyo cherry blossom spot installs view-blocking screens to fight overcrowding[Video]
Uniqlo announces new T-shirts for One Piece, Naruto and more for manga publisher’s 100th birthday
Train station platform ramen store closes its doors on half a century of history in Tokyo
Starbucks Japan releases new My Fruit³ Frappuccino at only 34 stores around the country
Krispy Kreme releases Super Mario doughnuts in Japan for a limited time
Survey asks foreign tourists what bothered them in Japan, more than half gave same answer
Japan’s human washing machines will go on sale to general public, demos to be held in Tokyo
Starbucks Japan releases new drinkware and goods for Valentine’s Day
We deeply regret going into this tunnel on our walk in the mountains of Japan
Starbucks Japan releases new sakura goods and drinkware for cherry blossom season 2026
Studio Ghibli releases Kodama forest spirits from Princess Mononoke to light up your home
Japan’s newest Shinkansen has no seats…or passengers [Video]
Major Japanese hotel chain says reservations via overseas booking sites may not be valid
Put sesame oil in your coffee? Japanese maker says it’s the best way to start your day【Taste test】
No more using real katana for tourism activities, Japan’s National Police Agency says
Majority of Japanese women in survey regret marrying their husband, but that’s only half the story
Most of Japan’s new adults hope to fall in love and get married, according to recent survey
Is the ideal spouse someone who’s your best friend or your war buddy? Japanese singles sound off
Over half of Japanese people in survey only dated three or fewer people before getting married
Japanese Twitter user extols benefits of marrying someone you follow on Twitter
Dating app full of AI people very popular among 40-something married men in Japan
Could you marry an otaku? Japanese people rank the geek hobbies they’d let slide for love
How many married people with children in Japan admit to cheating on their spouse? Survey says…
Young Japanese adults show lowest dating experience level yet in annual survey
Japanese mom lists 14 ways life with a spouse is different from life with someone you’re dating
Do Japanese superfans really want to marry their favorite idol?【Survey】
“Where are the normal men?” A Japanese woman tells of five online dating woes