TOKYO (AP) — Ashley Madison, the world’s biggest online hookup site for married people, works only when monogamy is the rule on the surface but, deep inside, couples want to cheat. That’s why it is scoring big in Japan.

The nation that prides itself on conformity and proper appearances reached a million users in eight and a half months, the fastest pace among any of the 37 countries where the adultery site operates. The previous record was Brazil at 10 months. The U.S., which has the biggest number of users at 13 million, took a year to achieve the one million mark. Spain took nearly two years.