The commodification of romance in relation to fertility rate in Japan: a case study in Tokunoshima

Inhabitants of Tokunoshima Island exhibit notably higher fertility rates compared to other developed countries, attributed to unique dating practices that deviate from commodified romantic norms. Unlike mainstream dating trends, which often involve costly gestures and material expectations, Tokunoshima's approach prioritizes genuine connections over commercialized romance. This cultural distinction facilitates matchmaking, reducing instances of late and lifelong singlehood (bankonka and mikonka) and contributing to higher family formation rates. The study suggests that the absence of commodification in romantic relationships allows for more straightforward pathways to marriage, offering insights into potential solutions for Japan's persistently low fertility rate.

Bardot, S., & Moriki, Y. (2024). The commodification of romance in relation to fertility rate in Japan: a case study in Tokunoshima. Japan Forum, 36(3), 352–374. https://doi.org/10.1080/09555803.2024.2332176