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Dating apps in Asian countries are a product of the intersection of family values, digital trends, and cultural traditions. Global apps such as Tinder, Bumble, and OkCupid are actively promoted in Eastern markets. However, user behavior varies greatly depending on the country. The perception of such apps relies not only on social norms and religious beliefs, but also on the level of urbanization in a particular country.
China is one of the largest online dating markets. According to analytical data, in 2024, there were more than 600 million users of such apps in this country. At the same time, local apps are the most popular, such as Tantan, which is similar to Tinder, and Baihe, which is an app focused on long-term relationships. In Baihe, users are required to indicate not only their occupation and education, but also their income level. Additionally, parents’ wishes regarding a potential partner should be considered. The platform is integrated with the state credit rating system, enabling users to take a pragmatic approach to selecting a future spouse. In China, dating apps are rarely used for casual flirting — they are simply a step on the path to marriage. Incidentally, marriage markets in Beijing and Shanghai parks still exist today as an offline alternative to apps. Parents bring paper questionnaires with them and use them to select suitable spouses for their children.
South Korea is the country with the highest level of smartphone penetration in everyday life globally. Young people here actively use dating apps. However, they mainly use local services, where other users usually rate user profiles. Developers have already integrated AI into most of these platforms. Everything is rated, from the clothing brand in a photo to the university attended and material possessions. South Korean culture is visually oriented, which is reflected in dating apps. Dating services are akin to social selection, which generally reflects Koreans’ desire to conform to social expectations. This desire is even reflected in an area as intimate as finding a partner.
As for Japan, online dating is viewed with a high degree of caution. Japanese people choose platforms with strict rules that can provide their users with a high level of privacy. Since there is a cultural taboo in Japan against women showing interest, they are the most cautious when choosing an app. If a dating platform is too public, it can be seen as compromising. At the same time, about two-thirds of users of dating apps in Japan are not seeking one-night stands, but rather serious relationships.
In Thailand and the Philippines, a cross-cultural approach is employed in the use of dating apps. Interestingly, there is a parallel development of dating apps and other services that involve instant feedback and gamification in the region. Dating apps are most similar to betting platforms, such as the popular Mostbet and Melbet. In both cases, users make choices based on intuition. Both types of apps mainly attract young users. They use them to take a break from high social expectations and use the digital space for self-expression.
One of the most unique and paradoxical is the online dating market in India. On the one hand, the country’s commitment to caste and family traditions remains strong, while on the other hand, it is rapidly digitizing. As a result, modern dating apps in India are more like online marriage agencies. Parents create profiles for their children, and potential partners are selected based on factors such as profession, religion, caste, and even their horoscope. In India, approximately 80% of marriages are still arranged by parents, so dating apps here serve more as a technical framework for tradition.
