5,700 Couples Propose Annually! In an Era of Declining Birthrates and Late Marriages, Proposals Become 'A Day to Talk About the Future Together'

Starts Publishing Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President: Koji Sekine) operates 'OZmall' (with 5 million members), which has analyzed trends and shifts in proposals based on reservation data from the past seven years. While the number of marriages in Japan (Note 1) is on a declining trend, approximately 5,700 couples per year use 'restaurant reservations' and 'hotel reservations' for 'proposals' (Note 2), meaning 15 couples per day are reaching this important milestone in their lives. Even after social changes such as the COVID-19 pandemic, rising prices, and an increase in inbound tourism, OZmall will continue to support these special days, responding to the unchanging desire to 'spend money on memorable experiences for important days with loved ones.' (Note 1) Source: Ministry of Health, Labour and Welfare 'Vital Statistics' (Note 2) Aggregated from 2025 usage data 15 Couples Propose Every Day! Proposals Become 'A Day to Talk About the Future Together' (Source) Reservation count: OZmall restaurant/hotel reservations used for 'proposal purposes' (2019-2025); Marriage count: Ministry of Health, Labour and Welfare 'Vital Statistics' [KEY POINTS] While the number of marriages in Japan is declining, the number of plans used for 'proposal' purposes has recovered from the COVID-19 slump and is now used by 15 couples per day. This represents a 1.4-fold increase compared to 2021. Precisely because of the accelerating trend of selective spending, proposals are becoming more special Against the backdrop of rising prices, the trend of selective spending is accelerating, strongly reflecting the desire to make proposals a memorable, special experience. Popular plans feature elaborate touches like cruises and bouquets, and are characterized by guaranteed special spaces such as private rooms and club floors. Among these, hotel reservations have shown remarkable growth, with usage increasing approximately 2.7 times and average spending rising about 1.7 times to over 120,000 yen compared to 2019. This is thought to be influenced by the increase in inbound tourism, which is changing hotel stays from an everyday occurrence to a special event. Where to Propose! Introducing the Top 3 Most Reserved Venues [Top 3 Popular Restaurant Reservations] The Cruise Club Tokyo (Tennozu Isle) After enjoying a full course meal with gentle flavors at this land-based restaurant, board the 'Lady Crystal,' known as the 'Lady of Tokyo Bay,' and enjoy the Tokyo Bay night view just for two. Feel the sea breeze on the deck and become the heroine of the night. RISTORANTE E'VOLTA -Unico Polo- / Mitsui Garden Hotel Yokohama Minatomirai Premier (Minatomirai) Overlooking Minatomirai from a high floor of the hotel. In this open space reminiscent of a ship's deck, enjoy gourmet cuisine combining local ingredients with cooking methods from around the world. BREEZE OF TOKYO (Tokyo) Located on the top floor of Marunouchi Building, the glass-walled windows offer a panoramic night view of Tokyo, including the fantastically illuminated Tokyo Station building. Enjoy new French grill cuisine made with quality ingredients in a simple, modern black-based space with soul music and jazz playing. [Top 3 Popular Hotel Reservations] The Prince Park Tower Tokyo (Shiba Park) A 33-story high-rise hotel where you can get closer to Tokyo Tower than anywhere else, from top to bottom, and enjoy it just for two. Surrounded by the lush greenery of Shiba Park, it also offers comfort with balconies, view baths, and bathrooms with whirlpool baths. Spend an elegant time in a space of night views and green tranquility. Urayasu Brighton Hotel Tokyo Bay (Shin-Urayasu) We promise a memorable and wonderful stay with view bathrooms overlooking the nightscape and a main bar. We also offer a plan where staff escort you to the chapel for a special moment in a private space with your memorable BGM playing. Grand Nikko Tokyo Daiba (Daiba) Directly connected to Daiba Station, this hotel offers views of the fantastical nightscape of the pier and Rainbow Bridge. From the elegant rooms, you can enjoy the ever-changing scenery. Feel elegant in the resort space unique to Odaiba, surrounded by the sea and sky. Launched in 1996 as the web version of the women's lifestyle magazine 'OZmagazine.' Now celebrating its 30th anniversary, it is an outing media that delivers 'Only trustworthy thrills.' It features original editorial content and a premium reservation service for luxurious plans at restaurants, hotels, and hair salons. Treating users as 'friends,' it is supported by 5 million members.