Omiai dating and matrimony coordinating principles are used by Japanese marriage agencies to bring tens of thousands of couples together every year.
Omiai systems accounted for 5.2% of , a 23% increase in Omiai service use. Omiai popularity is growing. Largely because of challenges that exist within Japanese culture in relation to meeting and dating. Many people find it very challenging to pick a marriage partner, largely because of issues around trust. While Japanese people are inherently very trustworthy, modern Japan is one of the safest countries in the world, few people trust those they do not know. Thus meeting new people, and dating, can be almost impossible.