FORTUNE – South Korea's marriages fell by 40% over the last decade, with only 222,400 marriages recorded in 2024, down from 322,807 in 2013. Fertility rates also dropped to 0.75 children per woman. Match Group sees this demographic crisis as an opportunity, launching a Korea-specific version of its Pairs app focused on serious relationships. In Japan, Pairs already accounts for an estimated 10% of marriages. Despite a 6% decline in Asia revenue to $284M in 2024, Match reports a 9% increase in paying users in the region, reaching one million. Beyond South Korea, Match is targeting India next, where acceptance of love marriages is growing rapidly.
by Lionel Lim
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