Tinder partnered with Wieden+Kennedy Tokyo to take over ZeroBase Shibuya last month with Tinder SwipeCenter, a physical game center with original arcade experiences inspired by what the agency describes as “the unpredictable world of dating.” The activation invited Japan’s Gen Z to stop overthinking dating, start playing, and “Live a Little.”
According to the release, the activation is designed around an insight that for many young people in Japan, the perceived commitment surrounding dating can make taking the first step feel intimidating. Tinder’s response is to make that first step smaller, easier, and more fun.
“At SwipeCenter, there are no expectations, no complicated plans and no need to decide where the night is going. Visitors simply pick up a handful of coins, choose a game and see what happens.”
Across three floors, familiar pieces of Japanese game-center culture were reimagined through the lens of modern dating. Visitors can test their skills on a dating-themed UFO catcher, the Platinum Catcher, and capture the night’s vibes in Tinpuri, a bespoke Purikura booth. They also turned a chance encounter into a prize at the Like-Like Gacha machine and played MatchMaker, an original dating simulator created exclusively for the event.
SwipeCenter brought the behavior of a swipe into the physical world, and the games connect back to Tinder, unlocking in-app rewards and experiences beyond the event itself.
“The idea was to take the Tinder experience out of the phone and put it into the real world,” said Max Pilwat, Group Creative Director, Wieden+Kennedy Tokyo.
“A game center felt like the perfect place to do that. It has everything dating does: chance, anticipation, a little bit of skill, a little bit of luck—and the possibility of something unexpected happening.”
View this post on Instagram
The campaign introduced two new characters, the Swipies, inspired by Tinder’s Heart and X in-app icons. The Swipies featured throughout SwipeCenter, from the experience design to out-of-home posters and billboards around Shibuya.
MatchMaker turns four dates into a series of playful levels. The role-playing game mixes personality-test-style questions from virtual dates with mini-games, adding chaos and randomness to the experience.
The Platinum Catcher and Like-Like Gacha offered a variety of prizes, from custom plushies and keychains to dating experiences for two, including dinner at a Michelin-starred restaurant in Tokyo or a JTB travel voucher.
View this post on Instagram
“Through this experience, I hope people discover interests they didn’t even know they had, express a side of themselves slightly different from usual, or find something they want to try next,” said Tomoaki Umeki, Head of Japan, Tinder.
“Moving forward, Tinder will continue to support connections born from casual triggers while providing various ways to encounter people and experiences in the real world. Through both online and offline channels, we want to continue expanding the options for each individual to take their next step in their own unique way.”
All images provided by Wieden+Kennedy Tokyo.
Credits
Tinder Japan
Client: Tinder Japan
Project Name: Tinder SwipeCenter
Launch Date: 9/2/2026
Wieden+Kennedy Tokyo
Group Creative Director: Max Pilwat (マックス・ピルワット) @maksmaks
Copywriter: Andrew Miller (アンドリュー・ミラー) @oylmiller
Yumiko Ota (太田祐美子)
Kazumi Okada (岡田和美)
Sohyun An (ソヒュン・アン)
Art Director: Akane Yasuda (安田茜) @akaa.ne
Kazuhi Yoshikawa (吉川一陽）
Ryota Tsukamoto (塚本亮太)
Designer: Konatsu Matsumoto (松本小夏)
Yuki Uematsu (植松友紀)
Hui Hwang
Head of Production: Kosuke Sasaki (佐々木洸介) @kosukelawrence
Agency Producer: Yoko Onodera (小野寺陽子) @choco2910
Yo Takahashi (高橋洋)
Chaki Hayato (茶木隼人)
Group Brand Director: Caroline Melody Meyer (キャロライン・メロディー・メイヤー)
Hugo Boccara (ヒューゴ ボッカラ)
Brand Director: Saori Kamitani (神谷早織）
Brand Manager: Serina Hashimoto (橋本芹菜) @selliyh
Head of Communication: Patrick Fahey (パトリック・フェイ) @itsamepatrick
Senior Brand Strategist: Andrea Chen (アンドレア・チェン）
Stella Kalomiris (ステラ・カロミリス）
Editor: Gabriela Gonzalez (ガブリエラ・ゴンザレス） @gaby.gonzville
Shinichiro Isoyama (礒山真一郎)
Communications（PR） Director: Kazuki Kyogoku (京極一樹) @kyogoku.kazuki
Cultural Adaptation: Toshiko Iida (飯田淑子)
Business Affairs: Tomishi Kato (嘉藤富至)
Chief Creative Officer: David Colman (デービッド・コールマン）
President: Eleanor Thodey (エレノア・ショーディー)
Event Production
Production Co: Hakuten Corporation (株式会社 博展)
Director: Tomoki Ota（太田智己）
Producer: Kaho Yamamura（山村華穂）
Ryoichi Ogawa（小川綾一）
Space Design: Aki Ito（伊藤愛希）
Contents Design: Karin Okumura（奥村夏鈴）
Ami Takahashi（高橋亜美）
Object production: Takeshi Fuiuyama (Vender Woh)
Animation
Production Co: Tsuribu Tokyo (釣部東京)
Director: Takafumi Matsunaga (松永昂史)
Character Artist: Yuma Murakami (村上由宇麻）
3D Artist: Hikaru Hikawa (ヒカワヒカル）
3D Artist: Nozomu Akazawa (赤澤希望) (KASSEN)
CG producer: Taiyo Sato (佐藤大洋) (KASSEN)
CG production manager: Chosho Yoshida (吉田朝翔) (KASSEN)
CG Rigger: Kiyotake Hirata (平田清孝) (KASSEN)
CG Animator: Satoshi Hiura (日浦哲志) (KASSEN)
CG Animator: Akira Suzuki (鈴木朗) (KASSEN)
Game Production
Production Co: Wonderlabs Studio
Director: Cynthia
Executive Producer: Blue
Executive Creative Director: Wanzi
Head of Production: Piky
Illustrators: Mochy
Miaoyan
Cel animators: Bao
Sound Design: Bao
KV and OOH production
Retoucher: Takafumi Ide
Data prep: Daiichi Seihan
Media buying: Yoshiki Sukeshita, Sakura Konno (Halfway There)
Instauration OOH production: Takeshi Fuiuyama (Vender Woh)
PR OOH coordination: Takuro Oyasu (MaQwinCreate inc. )
BTS
Videographer: Callum Hasegawa(長谷川カラム)
Reef Rounding
Photographer: Regine David
