Japan’s demographic crisis has led authorities to take increasingly drastic and peculiar measures. In a desperate attempt to curb the birth rate decline and promote marriage, Kochi prefecture in Japan has launched a new program that literally pays single people to use dating apps.

Government subsidies to find love

The local government is offering financial support of up to 20,000 yen annually (about $125) to residents aged 20-39 who register on state-approved online matchmaking services. Kochi, with a population barely exceeding 650,000, is one of Japan’s least populated regions and has suffered a constant loss of residents for years. With this measure, authorities hope young people will be encouraged to seek partners and eventually form new families.

To qualify for this benefit, users cannot use just any app, but must register on certified “online partner introduction” services. While the full list hasn’t been published, popular and secure apps like Tapple, which the prefecture has previously collaborated with, are expected to be the main options. This initiative isn’t entirely new: in 2025, Miyazaki prefecture launched a similar program offering 10,000 yen, but Kochi has decided to double the bet, showing the seriousness and urgency of the situation.

Is digital romance the solution to low birth rates?

The government’s decision wasn’t made lightly. According to a revealing 2024 survey, one in four Japanese under 39 who got married met their partner through a dating app. This figure surpassed traditional methods like meeting at work or school for the first time. Authorities have acknowledged that how young people interact has changed radically, making subsidizing digital matchmaking the logical next step.

However, citizens’ reactions have been extremely divided. Through forums and social media, many Japanese internet users criticized the measure with skepticism and mockery. Some comments pointed out the irony: “Now the government is paying people to go on dates? This is getting ridiculous”. Others addressed the real economic root of the problem: “If they really want to fix the birth rate, they should make life easier for young families, not just throw money at dating apps”.

While some applaud Kochi’s creativity for trying new strategies instead of doing nothing, the debate over whether 20,000 yen will be enough to convince a marriage-resistant generation remains open. What’s undeniable is that the Japanese government is willing to exhaust all options, even if it means becoming its citizens’ “financial Cupid.”