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.”

Malaysia — TV and radio operator Astro in Malaysia, in collaboration with advertising agency Naga DDB Tribal, has launched a festive campaign ahead of the Chinese New Year to raise awareness on the challenges of local Chinese performing artists amidst the pandemic.

Entitled ‘A Tiger’s Heart’, the film centres around the theme of finding hope and positivity amidst trying times. The film also featured one of the top Malaysian lion dance troupes to create a more realistic representation of the hardships performers endure during a time when the performing industry is struggling. The story starts with a lion dance troupe losing its heart during the pandemic before ultimately finding its footing through the sheer tenacity of one character.

Benedict Tan, Naga DDB tribal’s associate creative director, commented, “Society needs artists, just as it needs doctors, engineers, scientists, professionals, workers, fathers and mothers. We as a society owe it to these gifted and talented artistic individuals, as without the influence of performing arts and culture, one can only imagine what our world will be. And that became the inspiration and reason behind this film.”

Astro started the year with the UHuu Be Strong! campaign. Through the campaign, Astro assisted the local Chinese performing arts community with various initiatives. Aside from the film, Astro has also created a documentary entitled ‘Performers on AEC’, underscoring the journey of grit world-renowned Malaysian performers experienced. The agency also donated RM10,000 to support performing art associations.

Gavin Teoh, business director for Naga DDB Tribal, commented on the continuous support the agency is giving to Malaysian communities, saying that they will continue to use their platforms to open the minds of Malaysians — to raise awareness on cultural issues, challenge societal expectations and champion the right causes for the nation and its people.