#Japan #Tokyo #Matchmaking #Pairs #Summer Facts

Pairs Launches '#SummerFacts' Campaign

In the vibrant world of online matchmaking, the summer season sparks unique romantic interests. Recently, Pairs, operated by Eureca Inc., kicked off its '#SummerFacts' campaign, which aims to reveal surprising romantic insights derived from web search trend data. This campaign runs from August 4, 2025, and will include ads displayed on Tokyo Metro and JR East lines while also hosting a contest on the platform 'X' to celebrate the season of love.

The Essence of '#SummerFacts'

According to Pairs' gathered data from Google Trends, specific romantic keywords have surged, establishing a fascinating narrative around summer dating. Notably, the term “Prince” was searched the most on August 11, followed by other key phrases such as “I want to meet” peaking on August 5, and “Love is blind” on August 11. These findings underscore that August is not just the height of summer but also the prime time for romantic pursuits.

The '#SummerFacts' campaign will leverage these insights to promote summer as the optimal season for dating through various advertising initiatives and engaging campaigns, drawing attention to the romance landscape keenly observed in these recent searches.

The Rise of 'Matchup' Post-COVID

Further analysis reveals an interesting trend: since the onset of the 'post-COVID' era in late 2022, the abbreviation 'Matchup' for matching apps has witnessed a steady rise. The data collected from Google Trends shows a consistent increase in searches relating to this term up to 2025. Since Pairs' inception in 2012, it has significantly contributed to the matchmaking landscape in Japan, amassing 25 million total registrations as of May 2025, marking a substantial increase from 10 million in 2019. This growing abbreviation usage showcases a broader acceptance of these platforms in the dating world, and Pairs aims to continue fostering invaluable connections.

Peak Matching Season and Insights

Not only do keywords trend during specific times, but actual matching data also indicates significant spikes in romantic connections during the summer. Pairs has published insight data to support the slogan 'The highest number of matches actually occurs in summer!'. For instance, during the week of August 11, 2024, which coincides with the Obon holiday, the data showed remarkable increases in matches among users, with a 39% peak overall, 29% for females, and an astonishing 53% increase for males.

Further analysis of matching frequency by prefecture revealed that regions slightly removed from major urban centers, like Toyama and Tochigi, showed exceptional increases, further illustrating the desire for companionship amid the summer heat.

Campaign Highlights

The '#SummerFacts' campaign includes an engaging contest on 'X'—the summer love theme's 'Summer Love Ogi' contest. Starting from August 4 and running until August 18, participants are invited to submit their creative answers to daily prompts, with 140 participants eligible to win Amazon gift cards.

Additionally, new registrants during the campaign period will receive a 10% bonus on their 'likes' within the app, further incentivizing users to engage during this romantic season. The calculated increase aims to attract new members and boost their interactions with others on Pairs.

Advertising and Engagement

Their advertising strategy includes strategically placed ads across Tokyo Metro lines and JR East stations from August 4 to August 17, targeting key platforms to ensure maximum visibility for their '#SummerFacts' campaign. Note that queries about advertisements should not be directed to station staff.

The '#SummerFacts' campaign not only aims to inform but also to engage users in the wonders of summer romance—bringing forth insights, trends, and exciting active engagement that embodies the joyous pursuit of love during Japan’s enchanting summer months. For more information about participation and promotional details, users are encouraged to visit the campaign's dedicated webpage.