"Third Konkatsu" Option Beyond Apps and Agencies: naco-do Rebrands to "Personal Konkatsu"

Iromono Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Ryo Yamada), the operator of the online matchmaking service "naco-do," is pleased to announce the comprehensive rebranding of its service to "Personal Konkatsu naco-do." We advocate for a new form of matchmaking, positioned as a "third option for konkatsu" that is neither a matching app nor a marriage agency. This approach supports partner search by aligning with each individual's values and working backward from a happy married life.

Background of Brand Refresh: The Reason a "Third Option" is Needed for Konkatsu The number of people who think, "I want to get married but don't know how to proceed" or "I quit because I couldn't continue the activity itself" is increasing daily.

Matching apps are easy to use and increase opportunities for encounters. However, while complex condition matching is resolved by technology, it has also become apparent that "it's difficult to meet someone you want to marry" solely through condition matching – challenges that technology alone cannot solve. *

Marriage agencies have a long track record, but it is also true that many people perceive them as "difficult to use" due to psychological hurdles such as a high barrier to entry and unique rules. This is a challenge we have felt daily while operating naco-do. *

Against this structural gap, we propose "Personal Konkatsu" as a third option. * Based on naco-do customer interviews.

What is "Personal Konkatsu" advocated by naco-do? "Personal Konkatsu" is a form of matchmaking that supports partner search and relationship building by starting from individual values and working backward from a happy married life.