【Shikoku Happiness Day Last Koi Survey】Shikoku Ranks No. 1 Region for Believing in 'Fated Encounters'! National Survey of 1,204 Individuals Reveals Regional Differences in Middle-Aged Views on Love
Matching app 'Last Koi' announced the results of a regional survey on 'middle-aged romantic views' targeting 1,204 users aged 40 and over, coinciding with 'Shikoku Happiness Day' on April 29. Shikoku ranked No. 1 nationwide for believing in 'fated encounters,' suggesting a romantic view connected to the Ohenro pilgrimage culture.
📋 Article Processing Timeline
- 📰 Published: April 28, 2026 at 21:34
- 🔍 Collected: April 28, 2026 at 13:01
- 🤖 AI Analyzed: April 28, 2026 at 13:10 (8 min after Collected)
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You are a Japanese business intelligence AI. Please thoroughly analyze the following press release and simultaneously translate it into English (en) and Traditional Chinese (zh).
## Press Release Information
Title: 【Shikoku Happiness Day Last Koi Survey】Shikoku Ranks No. 1 Region for Believing in 'Fated Encounters'! National Survey of 1,204 Individuals Reveals Regional Differences in Middle-Aged Views on Love
Subtitle:
Company Name:
Industry:
Main Body (first 8000 characters): Last Koi Co., Ltd. (Isaac Group / Headquarters: Shibuya-ku, Tokyo / Representative Director & CEO: Kosei Yamaguchi), which operates the matching app 'Last Koi' that connects people through life experiences, will release regional aggregated results from a survey conducted in March 2026 targeting 1,204 users aged 40 and over regarding 'middle-aged fortune-telling and spiritual consumption,' along with in-app data for the Shikoku region, on April 29, 'Shikoku Happiness Day.'
The survey revealed that Shikoku ranked No. 1 among 7 national areas with 90.6% of respondents believing in 'fated encounters' (lowest was Hokkaido/Tohoku at 74.8%, national average 80.0%). On the other hand, the actual degree of referring to fortune-telling in Shikoku remained at 64.2%, which is about the national average. This result suggests that middle-aged people in Shikoku have a view on love that is akin to the Ohenro pilgrimage culture, where they 'believe in fate, but walk and pray with their own feet.'
■Survey Results (Summary)
The region ranking No. 1 for believing in 'fated encounters' is Shikoku at 90.6%, with the lowest being Hokkaido/Tohoku at 74.8%, a difference of 15.8 points.
Conversely, Shikoku's rate of 'referring to fortune-telling' is 64.2%, on par with the national average (63.8%).
In the Shikoku user 'Irodori Tag (hobby)' ranking, 'Visiting shrines and temples' appeared at 6th place, and 'Visiting power spots' at 10th place.
It is evident from both survey and behavioral data that middle-aged people living in the land of the 'Shikoku 88 Sacred Places pilgrimage' believe in fate yet walk to places of prayer with their own feet.
■Background of the Survey: Towards April 29 'Shikoku Happiness Day'
April 29 'Shikoku Happiness Day' is an anniversary recognized by the Japan Anniversary Association in 2022. It was established by the Shikoku District Council of the Japan Junior Chamber to promote Shikoku's unique culture, including the Ohenro pilgrimage, and its natural environment utilizing the sea, mountains, and rivers, based on the語呂合わせ (pun) 'Shi (4) Koku Kōfu (2) Ku (9)' (Shikoku Happiness).
In March 2026, the Last Koi / Lasukon Research Institute conducted a 'Survey on the Actual State of Fortune-Telling and Spiritual Consumption among Middle Seniors' targeting 1,204 male and female users in their middle-senior years. Previously released national data revealed that 80% of users believe in 'fated encounters,' and a ranking of trusted fortune-tellers by generation was also published. This time, coinciding with 'Shikoku Happiness Day,' regional aggregated results are being released along with 'Last Koi' in-app data.
■Survey Result ① 'Belief in Fated Encounters' Regional Ranking, Shikoku is No. 1 at 90.6%
Among the 7 regions nationwide, Shikoku had the highest percentage of respondents who answered 'believe in fated encounters (strongly + somewhat)' at 90.6%. This was a difference of 15.8 points from the lowest-ranked Hokkaido/Tohoku (74.8%).
Rank | Region | Total (strongly + somewhat believe)
---|---|---
1 | Shikoku | 90.6%
2 | Kyushu/Okinawa | 83.5%
3 | Chugoku | 83.0%
4 | Chubu | 81.6%
5 | Kanto | 79.8%
6 | Kinki | 78.3%
7 | Hokkaido/Tohoku | 74.8%
- | National Total | 80.0%
■Survey Result ② Shikoku's Rate of 'Referring to Fortune-Telling' is on Par with the National Average
On the other hand, for 'referring to fortune-telling or compatibility diagnostics in love and encounters (sometimes + often),' Shikoku's rate was 64.2%, remaining on par with the national average (63.8%). Although Shikoku's 'belief in fate' is exceptionally high, its 'actual utilization of fortune-telling' is at the national average, revealing a characteristic of Shikoku where belief in fate and utilization of fortune-telling do not necessarily correlate.
Rank | Region | Total (often + sometimes refer)
---|---|---
1 | Kyushu/Okinawa | 79.0%
2 | Hokkaido/Tohoku | 66.4%
3 | Shikoku | 64.2%
4 | Chubu | 63.3%
5 | Kinki | 61.7%
6 | Kanto | 60.1%
7 | Chugoku | 56.3%
- | National Total | 63.8%
■Survey Result ③ 'Visiting shrines and temples' ranks 6th, 'Visiting power spots' ranks 10th in Shikoku user 'Irodori Tag (hobby)' ranking
'Last Koi,' which emphasizes matching based on life experiences, allows users to register their hobbies and values as 'Irodori Tags,' making it possible to find more compatible partners. The top 10 'hobby' categories selected by users residing in the Shikoku region are as follows: (*)
Rank | Hobby Tag
---|---
1 | Driving
2 | Hot springs
3 | Movie watching
4 | Karaoke
5 | Eating tours
6 | Visiting shrines and temples
7 | Music appreciation
8 | Cooking
9 | Walking
10 | Visiting power spots
Two of the top 10 are 'Visiting shrines and temples' and 'Visiting power spots.' This behavioral trend, which aligns with Shikoku's culture, including the Shikoku 88 Sacred Places Pilgrimage (Ohenro), as well as numerous shrines and temples believed to bring good fortune in matchmaking such as Kotohiragu (Kagawa), Oyamazumi Shrine (Ehime), and Ohasahiko Shrine (Tokushima), was also confirmed through in-app data.
* 'Irodori Tag' ranking as of April 28, 2026.
Keywords:
You are a Japanese business intelligence AI. Please thoroughly analyze the following press release and simultaneously translate it into English (en) and Traditional Chinese (zh).
## Press Release Information
Title: 【Shikoku Happiness Day Last Koi Survey】Shikoku Ranks No. 1 Region for Believing in 'Fated Encounters'! National Survey of 1,204 Individuals Reveals Regional Differences in Middle-Aged Views on Love
Subtitle:
Company Name:
Industry:
Main Body (first 8000 characters): Last Koi Co., Ltd. (Isaac Group / Headquarters: Shibuya-ku, Tokyo / Representative Director & CEO: Kosei Yamaguchi), which operates the matching app 'Last Koi' that connects people through life experiences, will release regional aggregated results from a survey conducted in March 2026 targeting 1,204 users aged 40 and over regarding 'middle-aged fortune-telling and spiritual consumption,' along with in-app data for the Shikoku region, on April 29, 'Shikoku Happiness Day.'
The survey revealed that Shikoku ranked No. 1 among 7 national areas with 90.6% of respondents believing in 'fated encounters' (lowest was Hokkaido/Tohoku at 74.8%, national average 80.0%). On the other hand, the actual degree of referring to fortune-telling in Shikoku remained at 64.2%, which is about the national average. This result suggests that middle-aged people in Shikoku have a view on love that is akin to the Ohenro pilgrimage culture, where they 'believe in fate, but walk and pray with their own feet.'
■Survey Results (Summary)
The region ranking No. 1 for believing in 'fated encounters' is Shikoku at 90.6%, with the lowest being Hokkaido/Tohoku at 74.8%, a difference of 15.8 points.
Conversely, Shikoku's rate of 'referring to fortune-telling' is 64.2%, on par with the national average (63.8%).
In the Shikoku user 'Irodori Tag (hobby)' ranking, 'Visiting shrines and temples' appeared at 6th place, and 'Visiting power spots' at 10th place.
It is evident from both survey and behavioral data that middle-aged people living in the land of the 'Shikoku 88 Sacred Places pilgrimage' believe in fate yet walk to places of prayer with their own feet.
■Background of the Survey: Towards April 29 'Shikoku Happiness Day'
April 29 'Shikoku Happiness Day' is an anniversary recognized by the Japan Anniversary Association in 2022. It was established by the Shikoku District Council of the Japan Junior Chamber to promote Shikoku's unique culture, including the Ohenro pilgrimage, and its natural environment utilizing the sea, mountains, and rivers, based on the語呂合わせ (pun) 'Shi (4) Koku Kōfu (2) Ku (9)' (Shikoku Happiness).
In March 2026, the Last Koi / Lasukon Research Institute conducted a 'Survey on the Actual State of Fortune-Telling and Spiritual Consumption among Middle Seniors' targeting 1,204 male and female users in their middle-senior years. Previously released national data revealed that 80% of users believe in 'fated encounters,' and a ranking of trusted fortune-tellers by generation was also published. This time, coinciding with 'Shikoku Happiness Day,' regional aggregated results are being released along with 'Last Koi' in-app data.
■Survey Result ① 'Belief in Fated Encounters' Regional Ranking, Shikoku is No. 1 at 90.6%
Among the 7 regions nationwide, Shikoku had the highest percentage of respondents who answered 'believe in fated encounters (strongly + somewhat)' at 90.6%. This was a difference of 15.8 points from the lowest-ranked Hokkaido/Tohoku (74.8%).
Rank | Region | Total (strongly + somewhat believe)
---|---|---
1 | Shikoku | 90.6%
2 | Kyushu/Okinawa | 83.5%
3 | Chugoku | 83.0%
4 | Chubu | 81.6%
5 | Kanto | 79.8%
6 | Kinki | 78.3%
7 | Hokkaido/Tohoku | 74.8%
- | National Total | 80.0%
■Survey Result ② Shikoku's Rate of 'Referring to Fortune-Telling' is on Par with the National Average
On the other hand, for 'referring to fortune-telling or compatibility diagnostics in love and encounters (sometimes + often),' Shikoku's rate was 64.2%, remaining on par with the national average (63.8%). Although Shikoku's 'belief in fate' is exceptionally high, its 'actual utilization of fortune-telling' is at the national average, revealing a characteristic of Shikoku where belief in fate and utilization of fortune-telling do not necessarily correlate.
Rank | Region | Total (often + sometimes refer)
---|---|---
1 | Kyushu/Okinawa | 79.0%
2 | Hokkaido/Tohoku | 66.4%
3 | Shikoku | 64.2%
4 | Chubu | 63.3%
5 | Kinki | 61.7%
6 | Kanto | 60.1%
7 | Chugoku | 56.3%
- | National Total | 63.8%
■Survey Result ③ 'Visiting shrines and temples' ranks 6th, 'Visiting power spots' ranks 10th in Shikoku user 'Irodori Tag (hobby)' ranking
'Last Koi,' which emphasizes matching based on life experiences, allows users to register their hobbies and values as 'Irodori Tags,' making it possible to find more compatible partners. The top 10 'hobby' categories selected by users residing in the Shikoku region are as follows: (*)
Rank | Hobby Tag
---|---
1 | Driving
2 | Hot springs
3 | Movie watching
4 | Karaoke
5 | Eating tours
6 | Visiting shrines and temples
7 | Music appreciation
8 | Cooking
9 | Walking
10 | Visiting power spots
Two of the top 10 are 'Visiting shrines and temples' and 'Visiting power spots.' This behavioral trend, which aligns with Shikoku's culture, including the Shikoku 88 Sacred Places Pilgrimage (Ohenro), as well as numerous shrines and temples believed to bring good fortune in matchmaking such as Kotohiragu (Kagawa), Oyamazumi Shrine (Ehime), and Ohasahiko Shrine (Tokushima), was also confirmed through in-app data.
* 'Irodori Tag' ranking as of April 28, 2026.
Keywords: