Key facts
- Match Group is expanding its presence in Japan.
- The company aims for Japan to account for 10% of its revenue.
- Young Americans are showing less interest in dating apps.
- Tinder launched a convenience store called SwipeMart in Shibuya, Tokyo.
- SwipeMart sells original Tinder-branded food and merchandise.
- The store is for customers 18 years or older.
Match Group, the leading global operator of dating applications, is intensifying its expansion efforts in Japan, with CEO Spencer Rascoff indicating the company's intent to increase the country's contribution to its overall revenue to 10%. This strategic move is partly driven by a noted decline in user engagement among young Americans with online matchmaking services.
To engage with the Japanese youth market, Tinder, a key app under Match Group, launched 'SwipeMart', a unique offline initiative designed to integrate the brand into the daily lives of young people. Located in Shibuya, a hub of Tokyo's youth culture, SwipeMart functions as a convenience store offering original Tinder-branded food items, snacks, drinks, and merchandise, including long-sleeve T-shirts, socks, and underwear. The store also features a 'Swipe Booth' for commemorative photos and aims to serve as a meeting point, celebrating the return of in-person gatherings post-pandemic.
SwipeMart, which admits customers aged 18 and over, operated as a temporary pop-up from September 16 to September 19. The store also hosted live performances by artists such as Elle Teresa, Shimamo, Bick, and CYK, further embedding the brand within the local entertainment scene.