Singapore – Women-first dating app Bumble has released a new campaign that is quite a mash-up celebration of the back-to-back festivity of Chinese New Year and Valentine’s Day. The brand released a short film that features a heartfelt conversation between a mother and daughter inquiring about each other’s opinions on different musings on dating.
Called ‘Breaking Barriers: Getting Real About Dating During CNY With Mum’, the short shows content creator Chow Jiahui and her mother open up about their thoughts on different reflections such as the convenience of meeting someone in each of their generations as well as their feelings about ringing in the Chinese New Year as a single.
As part of the campaign, from 23 January, Bumble users will be able to claim a complimentary tin of Bumble Love Letters by Kele Confectionery via an in-app link and have it delivered to them personally.
Lucille McCart, APAC communications director of bumble, said “The love letter is synonymous with both Chinese New Year festivities and Valentines’ Day. Much like the modern love letter, the love letter snack was originally used to relay messages of affection. Bumble Love Letters is our contemporary spin on this age-old practice. We want to revive the tradition of initiating a date with treats but also encourage singles to show love to the ultimate date – themselves.”
In addition, a nationwide survey by Bumble revealed that more than 1 in 5 singles (21%) feel pressured to be coupled up during CNY and/or Valentine’s Day, where top reasons include, “I don’t want to deal with family and friends asking why I am still single” (57%), “I feel self-conscious about being single” (47%),” and “I feel pressured by friends and family” (46%).
McCart added, “Our findings in Singapore indicate that cuffing season occurs around Chinese New Year to Valentine’s Day, owing to social pressures around being coupled up during this period.”
