
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
Studio Ghibli store Donguri Republic announces opening of first-ever store in America
Forget Tokyo go-karts – there’s a new way to sightsee on four wheels in Japan
Tokyo’s life-size Gundam is getting a new look before its end-of-summer removal
Japanese bento shop touches hearts by selling super cheap boxed lunches for around a dollar
Reinvented traditional Japanese hearths may be coming to a restaurant near you
When is miso ramen not miso ramen? When it’s the new ramen at one of Japan’s top beef bowl chains
Japan’s Pokémon Slowpoke Train goes on hiatus, but a mini version could be yours to own
Abandoned pirate pleasure ship sinking south of Tokyo Bay, city orders destruction
Universal Studios Japan is giving Frieren anime fans the chance to make unforgettable memories.
New Japanese overnight train coming to connect Tokyo with Tohoku in sleep-travel style
East Japan Railway announces plans to abolish magnetic-strip tickets
New Square Enix Cafe reveals Final Fantasy, Dragon Quest, Nier, and Fullmetal Alchemist menu items
Japan’s cheap beef bowl chain goes upscale with Matsuya Premium, but is it worth the higher price?
Family Mart commits “reverse fraud” in new Giant All-Star Festival, and we couldn’t be happier
7-Eleven Japan joins the craze for Korean Gamja Cheese Balls
Shakey’s Japan creates matcha mochi, Kyoto fish, and Kansai Chili Con Carne pizzas
Anne Hathaway creates PR frenzy in Japan after mentioning Tottori in Devil Wears Prada interview
7-Eleven Japan has a new Creamy Iced Cafe Latte that’s a hit on social media
Kanji ice cream becomes a sell-out hit in Japan
Uniqlo reveals third round of massive 100-year-anniversary manga T-shirts for Jump’s Shueisha
Even at twice regular Daiso price, this handy item is still great for summer travel in Japan
New official Ghibli anime food cookbook will teach you how to make Ponyo’s ramen and more
Japanese convenience store Lawson launches new “mini supermarket” chain, L Minimart
Japan’s real-world Pokémon hot spring’s first photos are here![Photos]
Kyoto public junior high school becomes first in Japan with a hoodie school uniform
Japanese convenience store shows us how to dress for the rainy season
Starbucks Japan unveils new Frappuccino showcasing “mottainai” culture
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
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】
Japan reportedly adding Japanese language skill requirement to most common foreigner work visa
Japan’s 5.3 million beautiful Hitachi Nemophila flowers are now in full bloom[Photos]
Pokémon and Ikea Japan cross over into each other’s worlds with collaboration events
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
Tokyo government creating its own official dating app, slated to launch this summer
Japanese advice columnist shuts down mother who doesn’t want to give son permission to marry