"Aniversaire Research Institute" Vol. 112 Love and Marriage Awareness Survey: What Does the Generation that Values Cost-Performance and Time-Performance Seek Beyond "Efficiency"?

Aniversaire Inc., which produces anniversaries, regularly conducts surveys on the realities of love and marriage under the concept of "Happiness becomes an anniversary when celebrated," and publishes the survey results in "Aniversaire Research Institute" (https://www.anniversaire.co.jp/brand/pr/soken1/).

The 112th survey was conducted among 1,085 unmarried and married men and women in their 20s and 30s nationwide, focusing on "milestones valued by the generation that prioritizes cost-performance and time-performance."

"Aniversaire Research Institute"

Approximately 70% of app users get married or start dating; while dating prioritizes time-performance, weddings desire "warm moments."

Regarding meeting partners, 69.1% of people are conscious of cost-performance (cost-effectiveness) and time-performance (time-effectiveness), revealing a tendency to prioritize "efficiency" in modern romance. In fact, approximately 70% (69.8%) of matching app users have started dating or gotten married, establishing apps as a means to "efficiently meet ideal partners."

On the other hand, there is also a prominent tendency to seek value beyond rationality for life's milestones. When asked about "milestones worth spending time and money on," "honeymoon" was the most common at 62.0%, followed by "wedding" at 51.3%, indicating a genuine desire to spend time and money on important milestones. Furthermore, when asked about hurdles and desired support from venues for weddings among the generation who met through apps, 50.2% of the total responded with "proposals for small, intimate proceedings where guests can enjoy themselves, despite having limited mutual acquaintances." From these results, it can be said that while efficiency is prioritized in dating, there is a tendency to spend time and money on important moments that mark life's milestones, and the selective use of cost-performance and time-performance awareness seems to be the key to modern happiness.

Q. Are you conscious of cost-performance (cost-effectiveness) and time-performance (time-effectiveness) when meeting partners?

Q. What milestones with your partner do you think are worth spending time and money on?

Q. Have you ever dated or married a partner through a matching app?

Q. When considering a wedding with a partner met through a matching app, what hurdles do you feel, and what support would you like from the venue? (Please select all that apply)

This survey highlighted that while "efficient dating" has become established among those in their 20s and 30s, emotional needs to "cherish important milestones" have also re-emerged. Aniversaire continues to support these "happy moments" whose value cannot be measured by numbers alone. From moments in a cafe that color daily life, to the emotion of "the moment of becoming a couple" supported by a proposal planner, and weddings where joy is shared with loved ones. We will continue to produce "precious anniversaries" that gain even more value precisely because we live in an efficiency-driven society.

Click here for Aniversaire's business activities: https://corp.anniversaire.co.jp/service/

[Information on the Report Article]

Based on the content of this release, Aniversaire's editorial staff has published a report edited into an easy-to-read article for general customers. The articles, graphs, and illustrations used here can be freely used if you credit our company as the source and include a link to the relevant article. Please make use of them.

[Aniversaire Research Institute] https://www.anniversaire.co.jp/brand/pr/soken1/

[Credit] Aniversaire Inc.

[Survey Overview]

Title: Survey on "Love and Marriage Awareness"

Survey method: Internet survey

Survey period: April 1, 2026 - April 2, 2026

Target: 1,085 unmarried and married men and women aged 20-39 nationwide

About Aniversaire Inc.

Aniversaire, with the concept "Happiness becomes an anniversary when celebrated," helps customers make their happiest moments the best anniversaries of their lives. We were the first in Japan to adopt the "guest house" style and operate wedding venues nationwide, including the trend-setting Omotesando store and the largest wedding facility in Japan, Minato Mirai Yokohama store. Aniversaire means "anniversary" in French, and we offer products and services centered on anniversaries, not only for weddings but also for proposals, cafes, and restaurants.

Click here for a list of Aniversaire venues: https://www.anniversaire.co.jp/halls/