Hong Kong ( CNN ) -- AshleyMadison.com , the dating website for people seeking affairs with married individuals which claims 20 million members worldwide , has dropped another pin on its map -- Asia . The company cast out its first line in Japan in June , reeling in under half a million members within three months , said Noel Biderman , company CEO , `` making it our most successful launch ever . '' The infidelity website launched in Hong Kong last month -- it 's 29th market since starting 11 years ago in Canada -- and now has 80,000 members . That makes Hong Kong the most successful launch rate per capita , showing a `` massive pent up demand , '' Biderman said . While Asian countries are typically seen as more conservative , he says different cultural values do not diminish the demand for infidelity . `` We 're just trying to address a universal behavior and pattern , targeting people from all walks of life . Infidelity is in our DNA . I 'm just riding a tidal wave , a social change where women lead and men follow , '' Biderman said . `` This is their unfaithful , sexual revolution . Infidelity trumps a lot of it , there 's no culturally stopping it , no religious groups can , '' he said . The site is run on a credit based purchase where members have to pay to contact each other . In Hong Kong , the starter package with 100 credits costs HK $ 360 ( US $ 45 ) and is enough to initiate chat with 20 women , Biderman said . For women , the service is free . His website does n't make people cheat , Biderman argues , but rather provides a platform for those who have already made up their minds to step out on their spouse . `` People want to choose what they want to do . Long before I created Ashley Madison , people were unfaithful . I do n't think I can convince people to have an affair , but if people are miserable , I feel like society can benefit from my service , '' he said . In Japan where it is legal for men to seek sexual entertainment in brothels and massage parlors , Biderman says the localized website will allow `` miserable women '' to find an outlet with other married men . Out of the 160,000 women on the Japanese site , 68 % of the site 's traffic are made up of married women , according to Avid Life Media , the parent company of the website . Infidelity is `` clearly a global phenomenon , '' but there are some variations from region to region . `` Many of the Latin American countries -- Mexico , Argentina , Venezuela , have lower female adoption rates than in North America and Europe . In France we see a greater percentage of married women over the age of 40 using the service than anywhere else in the world , '' Biderman said . What stands out in Hong Kong is the rate of single men that have signed onto the site , he said . `` Normally as a worldwide average we have about 9 to 11 % single men on ashleymadison.com , but in Hong Kong we have about 18 % , '' Biderman said . The company plans to expand to `` 10 to 11 '' more markets in Asia before the end of June 2014 , Biderman said . The website is expected to launch in Taiwan next month . Ashley Madison statistics show that 325,000 people in Mainland China have been trying to log onto the site to create a profile even without spending a dime on marketing in China , Biderman said . But countries like China and South Korea raise thorny legal issues for the company . `` We 'd love to go to the Chinese government first and do it through the front door ... but not if they required us to give out our users ' information , '' he said . In South Korea , where adultery is still a crime , the company has consulted with lawyers to ensure that they do not overstep legal boundaries , although Biderman believes this is not an issue . The website operates as a `` communication platform and only that , '' and the company does not get additional economic benefits from offline meetings , he said . `` So from a vicarious liability perspective we have no true issue -- if you start holding inanimate objects responsible for what is ultimately a personal decision then you would have to find Apple or the iPhone , hotel rooms and a whole host of others 'responsible ' for an affair , '' he said . The company runs advertisements online and through a number of television networks and radio shows , but not all media companies want to be associated with a business that promotes adultery . Facebook does not accept Ashley Madison ads , and Fox and NBC refused to air the company 's commercials during the Super Bowl . Biderman believes infidelity can help save marriages in the long term , and is much less costly than getting a divorce . `` The vast majority of affair seekers are having an affair because they do not want to leave ... they cherish their children , their economic situation , extended family , '' he said . `` All that they are hoping to change is the monotonous monogamy within their relationship . By finding that cathartic outlet through an affair it helps them stay within that marriage . '' Infidelity is often seen as destructive to marriages and families , but Dr. Sandy To , lecturer at the Department of Sociology at the University of Hong Kong with an expertise in gender , marriage and family said it depends on whether couples agree on the same notion of marriage . `` The normal conception is that marriage should be monogamous , but we have to take into account that some can not be rationalized within this framework , and some people need to seek emotional and sexual needs outside a marriage of convenience , '' she said . `` But , if couples do n't have the same notion and there 's an element of deception , then of course it would be rather disastrous and someone will get hurt . '' According to To , the website may reflect a shifting culture of a more self-centered and individualized approach where people are less inclined to sacrifice self fulfillment for the marriage and the family . However , she said that the website is harmless to those who believe in fidelity . `` It 's just a commercial endeavor , for those who believe in monogamy , if they saw the ad , they would just look at it as a joke or a gimmick , '' To said . Regardless of what the outcome of the marriages are , Biderman has no qualms about making money off infidelity , saying that he , like many others , is doing a service to society . `` The hotel industry probably could n't survive . Think about jewelry stores where people make duplicated purchases , '' Biderman said . `` I 'm monopolizing it directly , but if you define infidelity liberally , pornography , strip clubs and massage parlors are also making money off of it . ''
AshleyMadison.com , the dating website for extra marital affairs makes its second launch in Asia . Website 's CEO says infidelity is `` clearly a global phenomenon '' The website plans to expand to `` 10 to 11 '' more markets in Asia before June 2014 .