Since autumn of last year, in Japan, a new term has been floating in the air. It is konkatsu 婚活 (an abbreviation of kekkon katsudô 結婚活動), based on the popular phrase shûkatsu  (就活 job hunting), it may be roughly translated as ‘marriage hunting’.
Konkatsu is not merely a new word, it is a social phenomenon that has emerged lately to the point that Japanese have felt the need to ‘name’ and recognize it, also representing it in many TV series  [ja] and shows  [ja].
According to a survey on ‘the state of country’  [ja] by the National Institute of Population and Social Security Research, in fact, in the decades from 1970 to 2000, the percentage of unmarried women (20-30 y.o.) has tripled from 18% to 54% and, similarly, the percentage of single men (30-40 y.o.) has grown from 12 % to 43%.
Thus, marriage hunting would seem to be going against the trend but, perhaps because of the economic crisis or perhaps because of the social pressure that still today weighs on those unmarried, especially women, relatively more mature men and women seem to have decided at this point in their lives to roll up their sleeves and find someone to live with.
Konkatsu@net , a website specialized in konkatsu explains the guidelines for a successful ‘marriage hunting’.
Men will ‘train their body’, ‘improve their taste in choosing clothes’, ‘increase the number of subjects to talk about’ and ‘go to aesthetic salons’. Also women will ‘have aesthetic treatments for body and nails’ and ‘learn how to cook’. All these measures are considered necessary to konkatsu.
However, the most important thing is ‘increasing the number of opportunities to meet people’.
Chii, a 37 y.o. office lady tells on her website  of her experience as marriage hunter subscribed to a ‘marriage counseling agency’.
In her introductory lines she explains why she decided to enroll in a konkatsu programme. (In particular, she displays a sense of humour in the page  where she analyses and draws a picture of some of the odd characters that the marriage counseling agency introduced her to, and who all disappointed her hopes of finding ‘the one’.
I've been working in an office for more than 10 years and in a certain sense I am THE office lady but mine is only a ‘petit career’ compared to that of all the other people who are the leading figures of my company.
So in order to avoid the risk of outstaying those people (I would never surpass them…) I made up my mind to join the ‘marriage counseling agency’.
But…still something seems wrong.
Looking at their numbers (age, income, physique) they are OK.
But, but…there is something wrong.
I don't have particularly high expectations. I want a normal person.
Yes … a normal person.
Nowadays, advertisements of marriage counseling agencies appear also in the public offices, as Bon  lets us know.
Few days ago, after a month since I first saw that advertisement and whilst they were preparing a copy of the family register, without thinking too much, I took a copy of that ad.
Then I called them
Next week I'll go to register
But regarding to those kinds of agencies and the phenomenon in general, criticizing words come from a Japanese mother writing in English:
They have got to take interviews and exams to meet their partner? They have to dress up to pretend like good person?
The people who make up these new words must have a plot. They try young people to feel rushed to get married and persuade to join the marriage agencies  [ja]!
Don’t be deceived, ladies and gentlemen! Don’t be rushed and don’t fake yourself!