[April Dream] Japan, a country where marriage is difficult: 10 consecutive years of lowest birth rates, 76% of singles have no dating partners. Changing this from the front lines of a marriage agency.
Kyoto-based marriage agency with a 79.1% success rate and over 430 successful matches declares a dream of 1,000 successful marriages and the creation of diverse families.
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- 📰 Published: April 1, 2026 at 09:40
- 🤖 AI Analyzed: June 2, 2026 at 12:58 (1491h 18m after Published)
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This press release is a dream of Bridal Salon HISAYO (Representative: Hisayo Matsumura), a marriage agency in Kyoto.
## Japan's "marriage" is quietly breaking down.
The number of births in 2025 is 705,809.
This marks the 10th consecutive year of record lows, with the declining birthrate progressing 17 years faster than the national future projections (Ministry of Health, Labour and Welfare "Provisional Report on Vital Statistics").
The number of marriages recovered to 505,656 couples, the first time in three years to exceed 500,000, but it is still the third lowest since the war.
The lifetime single rate has reached 28.3% for men and 17.8% for women, and it is estimated that by 2040, one in three men and one in five women will remain single for life.
Even more serious is the reality that 76% of unmarried people have no dating partners.
It's not "they want to marry but can't," but "they don't even have encounters." Japan is now quietly becoming a "country where marriage is difficult."
## Reasons why the 109.4 billion yen matching app market is not increasing marriages.
The market size for matching apps as a means of finding a marriage partner has expanded to 109.4 billion yen.
However, their success rate for marriage is only in the 2-17% range.
A survey also shows that 57.6% of users reported "having a bad experience," and approximately 64% of people in their 30s and 40s feel "disadvantaged by age."
Technology has explosively increased the "quantity" of encounters. However, there is a lack of mechanisms to support that "final step" from matching to dating, and from dating to marriage. Algorithms can measure compatibility, but they cannot empathize with people's anxieties. We are convinced that what is needed for marriage is not the "number of options," but the "power of a person who accompanies you." We have stood on the front lines of marriage agencies for 29 years, and we are convinced of this.
## A 79.1% success rate. The "power of people" at a marriage agency that created over 430 families.
Bridal Salon HISAYO is a marriage agency with its own building in Shijo, Kyoto.
Its original starting point was the counter of "Waraiya," a yakitori restaurant where representative Hisayo Matsumura served as proprietress.
She sensed "connections" between customers and naturally created opportunities for conversation, leading to a steady stream of marriage reports.
Since opening the marriage agency in 1999, she has consistently maintained the stance of "seriously facing each individual in front of her."
- Success rate: 79.1% (2025 results, marriage defined as engagement)
- Number of successful matches: Over 430 couples (cumulative from 2013-2025)
- National awards: Over 50 times (IBJ Award 5 consecutive years, TMS Hall of Fame 4 consecutive years, BIU Hall of Fame)
- Affiliated with the three major federations: IBJ, TMS, BIU
The largest member network in Japan, unique counseling methods based on psychology, and total production from omiai accompaniment to fashion and makeup.
We believe that this "overly attentive accompaniment" is the essential value of a marriage agency that apps cannot provide.
## Dream ①: 1,000 successful marriages. Lowering the barrier to marriage with an "encounter ecosystem."
The threshold for marriage agencies is still high. The image of being a "last resort" deters those who truly need it. To change this structure, Bridal Salon HISAYO has built an "encounter ecosystem" that goes beyond the traditional framework of a marriage agency.
- Restaurant subscription matchmaking "Ankyoto": A casual meeting place available from 3,300 yen per month at 20 restaurants nationwide.
- Online matchmaking community "An'an": To be released in February 2026. A new community-based matchmaking service that alleviates the anxiety of meeting one-on-one directly.
- Brand renewal after approximately 13 years: Complete overhaul of logo and official website to disseminate a new image of marriage agencies. Restaurants × Online × Marriage Agency. By diversifying the entry points, we deliver the first step to those who "want to get married but don't know where to start." Beyond that lies a future of 1,000 successful marriages.
## Dream ②: A society where everyone can have a "family" in their own way.
Japan is the only G7 country that has not legalized same-sex marriage. While the population coverage of the partnership system has exceeded 93%, legal equality in marriage has not been achieved.
Hisayo Matsumura, representative of Bridal Salon HISAYO, as the representative director of the Japan LGBTQ+ Support Association, has conducted LGBTQ+対応 training for over 250 marriage agencies nationwide.
She also marched with 40 fellow matchmakers at Tokyo Rainbow Pride.
Furthermore, as a Kyoto Prefecture marriage advisor, she has been involved in the administration's measures against the declining birthrate for eight years and is currently a member of the Kyoto Prefecture Child-Rearing Environment Japan's Best Promotion Council.
A society where everyone, regardless of gender, age, or sexuality, can choose their own partnership.
This cannot be achieved by systems alone. It is precisely because matchmakers at the front lines accompany each individual that they can make a difference.
## Comment from Representative Hisayo Matsumura
"The number of births has been the lowest for 10 consecutive years, and 76% of unmarried people have no dating partners. Seeing these figures, as someone in the marriage agency business, I strongly feel that there is more we can do. 29 years ago, when I connected customers at the counter of a yakitori restaurant, I learned the potential of 'human power.' No matter how much technology evolves, the value of people genuinely wishing for others' happiness and accompanying them remains unchanged. 1,000 successful marriages. And a society where everyone, including LGBTQ+ individuals, can have a family. With these two dreams, we will change Japan's 'marriage' from the front lines of marriage agencies."
## About Bridal Salon HISAYO
A marriage agency with 29 years of history, located in its own building in Shijo, Kyoto. It is affiliated with the three major federations (IBJ, TMS, BIU) and utilizes the largest member network in Japan. It achieves a 79.1% success rate through unique counseling based on psychology and accompaniment-style support. It is also working to create encounters beyond the scope of traditional marriage agencies, such as the restaurant subscription matchmaking "Ankyoto" and the online matchmaking community "An'an."
Name: Bridal Salon HISAYO
Representative: Hisayo Matsumura
Location: Waraiya 3F, 42 Tokushoji-cho, Shijo-sagaru, Tominokoji-dori, Shimogyo-ku, Kyoto 600-8051
Established: 1999
Official Website: https://salon-hisayo.jp/
Ankyoto: https://ankyoto.jp/
Instagram: https://www.instagram.com/hisayokonkatsu/
Name: Bridal Salon HISAYO
Representative: Hisayo Matsumura
Location: Waraiya 3F, 42 Tokushoji-cho, Shijo-sagaru, Tominokoji-dori, Shimogyo-ku, Kyoto 600-8051
Established: 1999
Official Website: https://salon-hisayo.jp/
Ankyoto: https://ankyoto.jp/
Instagram: https://www.instagram.com/hisayokonkatsu/
Contact for this matter
Waraiya 3F, 42 Tokushoji-cho, Shijo-sagaru, Tominokoji-dori, Shimogyo-ku, Kyoto
Representative Hisayo Matsumura
(Direct) 090-8376-8919
This press release is a dream of Bridal Salon HISAYO (Representative: Hisayo Matsumura), a marriage agency in Kyoto.
## Japan's "marriage" is quietly breaking down.
The number of births in 2025 is 705,809.
This marks the 10th consecutive year of record lows, with the declining birthrate progressing 17 years faster than the national future projections (Ministry of Health, Labour and Welfare "Provisional Report on Vital Statistics").
The number of marriages recovered to 505,656 couples, the first time in three years to exceed 500,000, but it is still the third lowest since the war.
The lifetime single rate has reached 28.3% for men and 17.8% for women, and it is estimated that by 2040, one in three men and one in five women will remain single for life.
Even more serious is the reality that 76% of unmarried people have no dating partners.
It's not "they want to marry but can't," but "they don't even have encounters." Japan is now quietly becoming a "country where marriage is difficult."
## Reasons why the 109.4 billion yen matching app market is not increasing marriages.
The market size for matching apps as a means of finding a marriage partner has expanded to 109.4 billion yen.
However, their success rate for marriage is only in the 2-17% range.
A survey also shows that 57.6% of users reported "having a bad experience," and approximately 64% of people in their 30s and 40s feel "disadvantaged by age."
Technology has explosively increased the "quantity" of encounters. However, there is a lack of mechanisms to support that "final step" from matching to dating, and from dating to marriage. Algorithms can measure compatibility, but they cannot empathize with people's anxieties. We are convinced that what is needed for marriage is not the "number of options," but the "power of a person who accompanies you." We have stood on the front lines of marriage agencies for 29 years, and we are convinced of this.
## A 79.1% success rate. The "power of people" at a marriage agency that created over 430 families.
Bridal Salon HISAYO is a marriage agency with its own building in Shijo, Kyoto.
Its original starting point was the counter of "Waraiya," a yakitori restaurant where representative Hisayo Matsumura served as proprietress.
She sensed "connections" between customers and naturally created opportunities for conversation, leading to a steady stream of marriage reports.
Since opening the marriage agency in 1999, she has consistently maintained the stance of "seriously facing each individual in front of her."
- Success rate: 79.1% (2025 results, marriage defined as engagement)
- Number of successful matches: Over 430 couples (cumulative from 2013-2025)
- National awards: Over 50 times (IBJ Award 5 consecutive years, TMS Hall of Fame 4 consecutive years, BIU Hall of Fame)
- Affiliated with the three major federations: IBJ, TMS, BIU
The largest member network in Japan, unique counseling methods based on psychology, and total production from omiai accompaniment to fashion and makeup.
We believe that this "overly attentive accompaniment" is the essential value of a marriage agency that apps cannot provide.
## Dream ①: 1,000 successful marriages. Lowering the barrier to marriage with an "encounter ecosystem."
The threshold for marriage agencies is still high. The image of being a "last resort" deters those who truly need it. To change this structure, Bridal Salon HISAYO has built an "encounter ecosystem" that goes beyond the traditional framework of a marriage agency.
- Restaurant subscription matchmaking "Ankyoto": A casual meeting place available from 3,300 yen per month at 20 restaurants nationwide.
- Online matchmaking community "An'an": To be released in February 2026. A new community-based matchmaking service that alleviates the anxiety of meeting one-on-one directly.
- Brand renewal after approximately 13 years: Complete overhaul of logo and official website to disseminate a new image of marriage agencies. Restaurants × Online × Marriage Agency. By diversifying the entry points, we deliver the first step to those who "want to get married but don't know where to start." Beyond that lies a future of 1,000 successful marriages.
## Dream ②: A society where everyone can have a "family" in their own way.
Japan is the only G7 country that has not legalized same-sex marriage. While the population coverage of the partnership system has exceeded 93%, legal equality in marriage has not been achieved.
Hisayo Matsumura, representative of Bridal Salon HISAYO, as the representative director of the Japan LGBTQ+ Support Association, has conducted LGBTQ+対応 training for over 250 marriage agencies nationwide.
She also marched with 40 fellow matchmakers at Tokyo Rainbow Pride.
Furthermore, as a Kyoto Prefecture marriage advisor, she has been involved in the administration's measures against the declining birthrate for eight years and is currently a member of the Kyoto Prefecture Child-Rearing Environment Japan's Best Promotion Council.
A society where everyone, regardless of gender, age, or sexuality, can choose their own partnership.
This cannot be achieved by systems alone. It is precisely because matchmakers at the front lines accompany each individual that they can make a difference.
## Comment from Representative Hisayo Matsumura
"The number of births has been the lowest for 10 consecutive years, and 76% of unmarried people have no dating partners. Seeing these figures, as someone in the marriage agency business, I strongly feel that there is more we can do. 29 years ago, when I connected customers at the counter of a yakitori restaurant, I learned the potential of 'human power.' No matter how much technology evolves, the value of people genuinely wishing for others' happiness and accompanying them remains unchanged. 1,000 successful marriages. And a society where everyone, including LGBTQ+ individuals, can have a family. With these two dreams, we will change Japan's 'marriage' from the front lines of marriage agencies."
## About Bridal Salon HISAYO
A marriage agency with 29 years of history, located in its own building in Shijo, Kyoto. It is affiliated with the three major federations (IBJ, TMS, BIU) and utilizes the largest member network in Japan. It achieves a 79.1% success rate through unique counseling based on psychology and accompaniment-style support. It is also working to create encounters beyond the scope of traditional marriage agencies, such as the restaurant subscription matchmaking "Ankyoto" and the online matchmaking community "An'an."
Name: Bridal Salon HISAYO
Representative: Hisayo Matsumura
Location: Waraiya 3F, 42 Tokushoji-cho, Shijo-sagaru, Tominokoji-dori, Shimogyo-ku, Kyoto 600-8051
Established: 1999
Official Website: https://salon-hisayo.jp/
Ankyoto: https://ankyoto.jp/
Instagram: https://www.instagram.com/hisayokonkatsu/
Name: Bridal Salon HISAYO
Representative: Hisayo Matsumura
Location: Waraiya 3F, 42 Tokushoji-cho, Shijo-sagaru, Tominokoji-dori, Shimogyo-ku, Kyoto 600-8051
Established: 1999
Official Website: https://salon-hisayo.jp/
Ankyoto: https://ankyoto.jp/
Instagram: https://www.instagram.com/hisayokonkatsu/
Contact for this matter
Waraiya 3F, 42 Tokushoji-cho, Shijo-sagaru, Tominokoji-dori, Shimogyo-ku, Kyoto
Representative Hisayo Matsumura
(Direct) 090-8376-8919
FAQ
What are Bridal Salon HISAYO's strengths?
Its high success rate of 79.1% and comprehensive "accompaniment-style support," including psychology-based counseling and omiai attendance.
What new matchmaking services are available?
There's the restaurant subscription matchmaking "Ankyoto" and the online matchmaking community "An'an," launching in February 2026.
How does the company support LGBTQ+ individuals?
The representative serves as the head of the Japan LGBTQ+ Support Association, conducts training for marriage agencies nationwide, and participates in Tokyo Rainbow Pride.