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That fee includes 12 “likes”: If you like someone’s profile and they like you back, you can send a message and go from there.Pairs presents itself modestly; its website is covered with Western-style wedding dresses and veils.So I decide to try out Pairs, a dating application linked to Facebook that, along with Match Alarm, Niku Kai, and Yahoo Omiai, is one of the country’s most popular.As with most Japanese dating apps, women can sign up for free, while men pay ¥2,380 (roughly ) per month.

On a recent trip there, I often asked people if they or their friends were involved with web dating, and time and again they shook their heads.Hence the bridal marketing and fems-use-for-free policy.Pairs does not consider itself deiaikei for this reason, he explains.Yet the messages the app sends your inbox don’t sound as wholesome. Models, nursery school teachers, nurses, nutritionists, college students, office ladies [receptionists]–we’ve got them all! It quickly reassures me that “You won’t see your Facebook friends in Pairs” and “Facebook won’t show your history of searches in Pairs.” It may as well have said, “We know you’re ashamed of using our business, but don’t worry, your secret is safe with us.”“Our design is more for women,” says Takeru Kawashita, marketing chief of Pairs.“Previous deiaikei sites were made with a male mindset.” What he means is that their site is made for husband hunting.

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