Tinder Sparks a Dating Revolution! Bringing "Goukon" to Smartphones ― New Tinder Feature 'Double Date' Transforms the Search for Love!

What's Happening Now?—The Shock of Tinder's "Double Date" Feature

Introduction

The "world's largest matching app," Tinder, announced a new feature called "Double Date," which will be rolled out globally starting in the UK in July 2025. This feature allows users to pair up with friends to match with other pairs, leading to a group chat and potentially a date with four people. Touted as a solution to the loneliness and "matching fatigue" among young people, the announcement has sparked a heated debate on social media with mixed opinions.independent.co.ukbusinessinsider.com

1. Feature Overview—"Pair Up with One Tap"

Double Date allows users to invite up to three pairs (a total of six people), and once paired, the usual swipe screen changes to a 2x2 display. If one pair sends a "Like" and someone from the other pair also "Likes," a match is instantly made. From there, the four can chat to arrange a date, and if they hit it off, they can branch into one-on-one chats. Some premium features like "Super Like" are not applicable for the time being.help.tinder.com

2. Tinder's Intent—Retaining Gen Z and Women

Internal tests showed that about 90% of Double Date users are under 29, with women showing a "Like" rate three times higher than men. This reflects an aim to cater to young users seeking "safety" and "low pressure" since the COVID-19 pandemic.prtimes.jpbusinessinsider.com

3. Compatibility with "Gokon Culture"—A Tailwind for the Japanese Market

In Japan, there has long been a culture of meeting through group dates like "gokon" or "machikon." Double Date, which allows users to enjoy romance and friendship simultaneously while easing the tension of first meetings and having friends as "insurance," can be seen as an extension of this culture.

4. How Did Social Media React?

• Supporters

  • "It's like the app version of a group date! I wish we had this during my student days" (X@User A)

  • The official post by The Verge garnered 16,000 likes, and the feature introduction video was widely shared.
    
    

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• Skeptics

  • A tweet self-deprecatingly asking, "What should people without friends do...?" 😢 goes mildly viral

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  • An American user sarcastically asks, "Is this a feature exclusive to Utah, where there are many Mormons?"

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• Japan region

  • Voices expressing surprise, quoting PR TIMES' release, "Tinder is being aggressive," follow one after another.x.com
    Such differences in temperature reflect the varying degrees of resistance to "mixing friendship and romance."

5. Prescription for the "Lonely Generation" Z

According to a U.S. Pew survey, 1 in 4 people aged 18-29 report feeling "lonely." Group dating lowers psychological barriers and contributes to forming real-world communities—this is Tinder's logic.businessinsider.com

6. Security and Privacy

Tinder has already implemented safety features like ID verification and "Share My Date." In Double Date, mutual monitoring effects are expected to work, reducing the risks of a first date. It's important to note that "trust in friends ≠ trust in the other pair."

7. Pros and Cons for Japanese Users

Pros

• Compatibility with Gokon Culture

• Double-layered "Weird People" Filter

• Abundance of Conversation Topics
  Cons

• Issues with Friends' Availability and Scheduling

• Mismatch of "Not Everyone's Preferences Align"

• Awkwardness When Friendship and Romantic Feelings Intersect

8. Comparison with Existing Matching Apps

• Pairs: Strength in value-focused communities. Double Date shifts the community feature to "real-time shared experiences."

• Bumble: Known for being female-led, but Tinder has introduced a shift towards "group-led" dynamics.theverge.com

9. Marketing Analysis

Since 2023, Tinder has aggressively pursued a "friend-involvement strategy" with "Matchmaker" (friends recommend candidates to you) → "Share My Date" → "Double Date." This also lays the groundwork for expanding their revenue model from "individual charges" to "experience-sharing premium."

10. Influencer Utilization Strategy

On TikTok, videos related to the "#tinder double date feature" have surpassed 56 million views. Couple creators are posting four-person date vlogs, driving brand recognition.tiktok.com

11. User Experience Scenario (Case Study)

1. Invite friend A from the 🔗 icon at the top right of the app

2. Once A accepts, they are immediately paired, and the 2×2 swipe screen appears

3. Invite friends B and C as well, and stand by with up to 3 pairs

4. Match with another pair D → Arrange schedule through a 4-person chat

5. Meet at a café and rotate seats in pairs to gauge the "interest level"

6. After disbanding, transition to individual chats or continue group chat

12. Japan Version Update Forecast Timeline

• Mid-July UK Release

• Early August North America & Major EU Countries

• Mid-September Asia-Pacific (including Japan)

• Feature Expansion Super Like support and AI recommended pair function from 2026 onwards (internal roadmap proposal)

13. Etiquette & Trouble Avoidance Techniques

• Share "who is targeting whom" with friends in advance

• Split costs and travel expenses equally as a rule

• Address the "liking revelation" issue after disbanding through individual chats

• If friendships seem to be at risk, immediately dissolve the pair (one tap on the app)

14. Cultural Impact—The End of "Solo Play" in Romance?

Since the latter half of the Heisei era, the smartphone-native generation has prioritized "time efficiency," minimizing costs spent on romance. However, Double Date presents "multitasking romance" that allows simultaneous consumption of "friend time" and "romance time." In the future, there is a high possibility that "romance community formation" will advance, similar to "fandom activities" and "gaming guilds."

15. Conclusion

Tracing the group dating culture online and the design philosophy of overcoming the loneliness and anxiety of Generation Z "together" is likely to make a significant impact in Japan as well. On the other hand, it may create new stress for those "without friends" or those who want to avoid "the entanglements of human relationships." Double Date is not a "cure-all," and literacy in using it effectively will be questioned—this is the conclusion I would like to draw.