In Japan, the marriage rate has decreased by more than 40% since 1970 due to a variety of factors such as changing attitudes towards marriage and family life, the cost of weddings and ceremonies, the influence of career opportunities on marital decisions, and an aging population. Social media use has also become more common for couples to meet online rather than through traditional methods. The Japanese government has implemented various initiatives such as subsidies and tax incentives to encourage both marriage and fertility rates, but these have yet to reverse the decline in marriages.