In an era of low birth rates, as the threshold for dating and marriage gets higher, someone is jumping in to break down that wall. This is Lee Myeong-gil, CEO of Semopai, a startup specializing in meeting events for single men and women.
I met him in a small but lively office in Mapo-gu, Seoul. After two failed startups and countless trials and errors, he discovered the blue ocean of 'meeting single men and women'. Now, he has established himself as a partner that local governments and large corporations across the country are reaching out to. Semopai is not just an event company. It is a leader in 'Love-Tech' that reshapes the dating scene by combining IT, psychology, and even data.
‘Small but strong’ positioning that blossomed from failure
“The strategy of focusing only on meeting parties has come to light as the low birth rate era has come into focus.”
CEO Lee Myeong-gil took on his third entrepreneurial challenge by establishing Semopai (then known as ‘Love Lab’) in 2019. His previous ventures, Love Research Institute and ‘Cider Love Counseling Center’, had both failed.
“He said he would solve my relationship problems for the price of a cup of coffee, but since each consultation takes an hour, 5,000 won is less than minimum wage.”
He learned from his failures and turned his attention to 'small but proven markets'.
As someone who majored in advertising and public relations, I thoroughly applied Jack Trout's positioning theory.
“Even in 2019, the event market was dominated by large-scale events such as local festivals and concerts. Single men and women meet-up events were so small that there was no room for them.”
Although it encountered the reef called COVID-19, the Semopai rode the wind as the issue of low birth rates emerged as a social topic in 2023.
“It was luck, but the direction we prepared for fit the times.”
Semopai, Why an IT Startup?
It would be a mistake to think of this company as a simple offline event company. Armed with technology and data, it is shaking up the dating market. A representative example is the 'MBTI compatibility machine' recently developed in collaboration with the KAIST Artificial Intelligence Graduate School.
“At the Seongnam City event, after analyzing the participants’ MBTI in advance, AI recommended a match tailored to their personality and style.”
This technology, which simultaneously satisfies the MZ generation's desires of 'efficient dating' and 'an excuse to approach the other person', has brought Semopai to the forefront of love tech.
This is further enhanced by a thorough data management and verification system. From the participant’s marriage certificate, employment certificate, to the sex offender notification app, Semopai places trust as its top priority.
“Dating apps have clear limitations due to gender imbalance and lack of trust, while matchmaking companies have high costs and accessibility issues. We offer a reasonable alternative in the middle.”
IT-based operational efficiency and reliable matching process make Semopai a differentiated startup.
The Power of Differentiation: Makeup, Coaching, and Psychology
Semopai's meeting party is more than just a simple meeting.
“We apply the theory of social psychologist Gergen to design lighting that is not too bright and a soft atmosphere. The key is to lower the level of caution toward others.”
These details resulted in a surprising 40% couple matching rate.
The ‘makeup service’ and ‘1:1 dating coaching’ especially for male participants are game changers.
“Female contestants are accustomed to taking care of their appearance, but many men are still not very good at it. Data shows that when a professional artist applies natural makeup, the success rate of matching increases by more than 30%.”
Another strength is that CEO Lee, who started out as a relationship coach, works as a 'party planner' himself, helping participants improve their first impressions and conversation skills.
Wedding invitations are flying in
During the interview, CEO Lee Myeong-gil's phone rang. It was news of a couple he met at the 'Solomon's Choice' event in Seongnam City getting married.
“In Seongnam City alone, 4 couples got married, and in Hwaseong City, 2 couples got married at the ‘Hwaseong Exploration’ event. When people who have been verified meet in a good environment, it just naturally leads to a connection.”
But he is wary of the hype surrounding meeting parties as a solution to the low birth rate.
“We are just a positive campaign about love and marriage. Looking at the fact that 3,300 people showed up for the Seoul City event for a 100-person recruitment, we can see that the MZ generation is also very interested in marriage.”
The Shift to B2C and the Challenge of Survival
Currently, Semopai is seeking to expand from its B2B (local government/large corporation collaboration) focus to B2C.
“Thousands of people participate every year, but once the event is over, it’s over. Now, we will create a post-event community with verified participants, such as camping, hiking, and exploring delicious restaurants.”
IT is also key in this process. The plan is to provide customized social experiences based on participant data and solidify the company’s position as LoveTech.
But CEO Lee Myeong-gil faces reality.
“I think we could fail next year. Our customers could leave us at any time.”
Having experienced two failures, he did not lose his humility, saying, “The biggest challenge for Semopai is survival.”
Semopai is a love tech startup that reminds us of the possibility of love and marriage beyond a meeting party. Armed with technology, psychology, and human details, they are expected to be a stepping stone in the era of low birth rates. We hope that CEO Lee Myeong-gil's third challenge will open the door to love for more young people.
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