News
November 23, 2025
From 'mail-order brides' to 'passport bros,' the international dating industry often sells traditional gender roles
Fifteen years ago, when I started studying the international dating industry, few people took the subject seriously. The term "mail-order bride" was treated as a punch line—something outdated, associated with lonely men and poor women who migrated from Eastern Europe, Asia or other places to meet their new husbands in the United States.
**The International Dating Industry: A Marketplace for Traditional Gender Roles?**
For years, the term "mail-order bride" conjured up images of lonely men seeking wives from overseas, a dated concept often dismissed as a joke. But a closer look reveals a complex and evolving industry that continues to perpetuate traditional gender roles, albeit under new names and through modern platforms.
Fifteen years ago, when researchers began seriously examining the international dating industry, it was largely ignored. The focus was often on the perceived desperation of men in the United States seeking partners from Eastern Europe, Asia, and other regions, and the vulnerable position of women migrating for marriage. These women, often facing economic hardship in their home countries, were seen as seeking a better life through marriage to Western men.
Today, while the term "mail-order bride" is less common, the underlying dynamics remain. The industry has simply rebranded and adapted to the digital age. Now, we see the rise of "passport bros," men who actively seek partners from countries perceived as having more "traditional" values. These men often express dissatisfaction with Western women, whom they view as too independent or demanding.
The shift from "mail-order brides" to "passport bros" highlights a persistent desire, on the part of some men, for partners who adhere to traditional gender roles. This can include expectations of domesticity, submissiveness, and a primary focus on family.
The international dating industry, in its various forms, often plays into these desires. Websites and agencies market women based on stereotypes of their nationality, emphasizing traits like beauty, loyalty, and a willingness to prioritize their husband's needs. This can create a transactional dynamic where women are seen as commodities, and their agency is limited.
While not all international couples conform to these stereotypes, the industry's marketing and the underlying motivations of some participants raise concerns about exploitation and the reinforcement of outdated gender norms. Understanding these dynamics is crucial for fostering healthier and more equitable relationships across borders.
For years, the term "mail-order bride" conjured up images of lonely men seeking wives from overseas, a dated concept often dismissed as a joke. But a closer look reveals a complex and evolving industry that continues to perpetuate traditional gender roles, albeit under new names and through modern platforms.
Fifteen years ago, when researchers began seriously examining the international dating industry, it was largely ignored. The focus was often on the perceived desperation of men in the United States seeking partners from Eastern Europe, Asia, and other regions, and the vulnerable position of women migrating for marriage. These women, often facing economic hardship in their home countries, were seen as seeking a better life through marriage to Western men.
Today, while the term "mail-order bride" is less common, the underlying dynamics remain. The industry has simply rebranded and adapted to the digital age. Now, we see the rise of "passport bros," men who actively seek partners from countries perceived as having more "traditional" values. These men often express dissatisfaction with Western women, whom they view as too independent or demanding.
The shift from "mail-order brides" to "passport bros" highlights a persistent desire, on the part of some men, for partners who adhere to traditional gender roles. This can include expectations of domesticity, submissiveness, and a primary focus on family.
The international dating industry, in its various forms, often plays into these desires. Websites and agencies market women based on stereotypes of their nationality, emphasizing traits like beauty, loyalty, and a willingness to prioritize their husband's needs. This can create a transactional dynamic where women are seen as commodities, and their agency is limited.
While not all international couples conform to these stereotypes, the industry's marketing and the underlying motivations of some participants raise concerns about exploitation and the reinforcement of outdated gender norms. Understanding these dynamics is crucial for fostering healthier and more equitable relationships across borders.
Category:
Technology