According to a recent study by Trend Soken, the phenomenon of the “Social Cinderella” is one of the driving forces behind changing attitudes towards internet dating among young women. “Social Cinderellas” are women who snag “high spec guys” (i.e. well-educated, good-looking men with high salaries) via social networking sites. As stories about these fairy-tale romances spread, more and more women have begun to warm to the idea of internet dating.
Out of the 500 single women in their 20s and 30s interviewed for the study, 81% said that they felt had few chances for romantic meetings in their daily lives and 58% believed that social media was an effective tool for finding their dream man. Columnist Ai Azawa states in the report that modern Japanese women are throwing themselves into their work and are also really into self-improvement, as a result, they’ve got higher standards and are not particularly interested in settling for the men in their immediate social circle.
Azawa says that she often hears Social Cinderella stories. But how common are they in practice? Out of the 61.4% of respondents who claimed to regularly use social media, 16% said that they’d encountered a dreamy guy in this way and 9.4% said they’d even managed to strike up a friendship with the guy in question.
The study uses the term social-networking services to loosely refer to a whole slew of sites, from professional matchmaking websites to social networking sites like Facebook and Mixi, so it’s important to bear in mind that women are not necessarily signing up for dating services. One 26-year-old women questioned for the study mentions attending “meetings of social networking communities.” This could mean joining a group of people who meet over shared interests. Not necessarily aimed at encouraging people to hook up, social clubs tied to a hobby may be one of the ways that women are using the web to widen their social network as they fish around for potential partners.
There are also matchmaking sites linked into Facebook. — sites like Omiai, which currently has 270,000 registered members. Omiai caters to the Cinderella element by boasting that 2,313 of the members are guys who have annual earnings of over ¥10 million. As many are cautious about the perils of online dating, the company highlights its safety policy which allows users to remain anonymous while chatting with a potential partner.
Safety and privacy is a huge concern for Japanese women, so other social networking dating clubs take the risk out of going to meet with a stranger by bulking up the numbers. Pairs of friends who sign up for the rather unfortunately named Nikukai (meat club) service can go on double dates together at yakiniku (Korean barbeque restaurants). Nomitomi (drinking buddies) is a service that holds group mixers for singles, meaning singles don’t have to risk it alone with an unknown person.