Tinder’s breakup shrine in Shibuya lets daters start anew

Tinder is giving daters a way to cut ties and embrace new connections with an activation that reinterprets the Japanese rituals of enkiri (‘cutting ties’) and otakiage (‘ceremonial burning’).

The rituals give participants a symbolic way to move on from past relationships and connections.

The four-day pop-up, called “Tin-Ja,” will run at ZeroBase Shibuya from 12 to 15 September, coinciding with Japan’s public holiday weekend. It is designed for people who want a symbolic step toward new encounters, offering closure for past relationships, friendships, or professional ties.

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In conversation with MARKETING-INTERACTIVE, Tinder said the activation was conceived as part of its efforts to connect more deeply with Gen Z, offering them an experience that resonates both culturally and emotionally

Tinder added the experience reflects its focus on “dating wellness” — the idea that enjoying connections means making choices on your own terms while maintaining a healthy state of mind.

The concept applies to all human connections, not just romance, giving participants the chance to reflect, reset, and make decisions about the relationships in their lives.

The pop-up’s main feature is the #Moyasanakya exhibition, showcasing “stories to burn away” where people can leave behind personal stories of past relationships, friendships and colleagues.

The stories were collected through Tinder Japan’s official X account (@Tinder_Japan) until 2 September. A curated selection will be displayed on-site, allowing visitors to reflect, empathise, and take symbolic steps toward closure.

Visitors can also contribute by writing their own stories on ofuda (‘amulets’) and pasting them at the venue.

In addition, empathy stickers allow attendees to interact with others’ stories, adding a participatory element to the exhibition.

“TIn-Ja” also offers personalised fortune-telling sessions. Participants who download and register on the Tinder app can receive guidance from professional fortune-tellers, including Misuzu Kozaki, widely known as the “Mother of Marunouchi” and trained under the legendary “Mother of Shibuya.” Fortune-tellers from Senrigan, a nationwide network of salons, will rotate daily, ensuring continuous access to expert advice.

As part of the activation, Tinder has created 50 unique omikuji fortune slips, each designed to offer positive guidance and inspiration for participants looking to take the next step toward new connections.

The experience is capped with an original drink, “Tin-Ja Ale,” served in a heart-shaped bottle in Tinder’s signature pink. Popping granules in the drink create a playful, crackling sensation for a multi-sensory experience.

Distribution is limited to 450 servings per day, making it a memorable takeaway for visitors.

“Tinder is a cultural brand that celebrates possibility and the joy of new beginnings. With ‘Tin-Ja’, we reframe breakups from something heavy into something empowering. For those holding onto unresolved feelings or seeking encouragement to step into something new, ‘Tin-Ja’ offers a symbolic act of release—helping people find closure, lighten their hearts, and embrace new connections with strength, resilience, and positivity,” Daniel Kim, VP, head of Tinder Asia told MARKETING-INTERACTIVE. 

The shrine follows Tinder’s 2022 Valentine’s Day campaign in Bangkok, where the app placed branded stickers outside the Trimurti Shrine — a popular spot where single Thais gather on Valentine’s Day to pray for love.

That year, visitors were greeted with messages encouraging them to download Tinder and find romance through the app.

Just last month, the brand celebrated the dizzying highs of modern dating with its latest global campaign, "Crush feelings", a playful nod to the rollercoaster of emotions that come with having a crush. Aimed at Gen Z, it captures everything from the thrill of a first match to the adrenaline rush of a DM, reminding users that Tinder can spark moments worth remembering. 

From notifications that make your brain glitch to tongue-tied panic when a crush replies, the five-part video series dramatises the heightened reality of infatuation with humor and surrealism.

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