ASIA, 3 JANUARY 2026 — Leading online dating companies are increasingly pivoting their growth strategies toward Asia as user engagement and revenue in North America and Europe stagnate due to “swipe-right fatigue”. The shift underscores how cultural preferences and rising internet adoption in Asia are reshaping the global dating-tech landscape.
Dating apps such as Tinder, Bumble and Hinge, owned by Match Group, and niche players like Coffee Meets Bagel (CMB) are facing slowing growth in Western markets where the once-ubiquitous “swipe right/swipe left” model has started to wear thin among singles. In contrast, Asian markets are emerging as vibrant frontiers, with rising user numbers and evolving social attitudes toward digital matchmaking.
Western Fatigue, Asian Momentum
In 2025, Tinder’s active user base in North America and Europe declined, reflecting broader engagement fatigue with casual swiping and superficial matching mechanisms. Meanwhile, Asia has become a standout growth region, driven by countries such as India, China and Indonesia, which rank among the top global markets for dating app downloads.
Japan, in particular, is a major revenue powerhouse for dating platforms, ranking second globally for app revenue in 2025 behind the United States. This demonstrates that while Asian markets may trail Western regions in sheer download numbers, monetisation potential remains significant.
Executives point out that one key reason for this regional divergence is a cultural shift in Asian societies, where stigma around online dating has diminished and intentional, long-term relationship goals are more prominent among users, especially women. “The majority of Asian daters are highly intentional and marriage-orientated,” said an industry leader, highlighting a contrast with more casual Western usage patterns.
Cultural Tailoring and Local Features
To succeed in Asia’s diverse markets, dating apps are customising features and experiences to match local expectations. In countries like Korea, platforms incorporate verified job information to enhance authenticity, while Japanese services often include profile attributes such as blood type, which many users believe reveals personality traits. In Singapore, integration with national identity systems like SingPass helps reduce fraud and improve safety, even if it initially deterred some users due to stricter authentication requirements.
Such adaptations underscore that Asian singles often prioritise richer profile data and respectful interactions over the rapid, appearance-driven swiping that has typified Western app culture. Analysts say this trend is prompting dating platforms to rethink their product design and monetisation models to better suit local norms.
Changing Attitudes and Emerging Opportunities
Market participants note that younger Asian women in particular are increasingly embracing online dating as a viable way to meet partners, moving away from traditional matchmaking practices. This behavioural shift is expanding user bases and generating new opportunities for both global and regionally focused apps.
Despite slower revenue growth compared with Western markets, the long-term outlook for dating-tech businesses in Asia remains optimistic as internet penetration and mobile usage continue to rise, and as cultural acceptance of digital relationships deepens.
