First Sunday of the year calls for digital app cleanup

Digital cleaning that marks the start of the year in applications

The start of the year is usually accompanied by reflections, goals and small changes in habits. In Japan, this movement takes shape in the oosoujia traditional deep cleaning ritual carried out at the end of the year to eliminate excesses and make way for a new cycle. More than organizing, the practice carries a symbolic meaning: leaving behind what no longer has meaning.

In January, this logic can also be applied to digital life, including dating apps. This is because the first Sunday of the year is known throughout the world as Sunday meetingsthe busiest day in the apps calendar, where more people enter, chat and form matches.

“Just like oosouji, January is a time of review. People are rethinking how they present themselves and the type of connection they want to make,” says Ramone Gigliotti, senior director at Inner circle in Brazil.

Digital Oosouji: why consulting your profile makes the difference

Data from the Inner Circle itself shows that this movement is not just intuitive. According to the platform’s research, 40% of users take advantage of the start of the year to update their bio or profile preferencesadjusting descriptions, expectations and interests. Already 49% say they pay more attention to the tastes and interests described when looking for hookups in January.

In practice, this means that clarity and consistency gain even more weight during this time. Natural photos, up-to-date information and lifestyle affinity are among the top factors driving interest at the start of the year.

“It’s not about adding more information, but removing what’s left,” says Gigliotti. “Old photos, generic descriptions, or preferences that no longer represent who you are end up taking up space for more real connections.”

Just like in traditional oosouji, the idea is to assess what remains and what must go. In the context of Dating Sunday – where more people are accessing apps with renewed energy – this cleanse can be decisive in transforming the first Sunday of the year into more aligned and intentional meetings.