Bumble pens a love letter to pressurized Singaporean singletons
Women-centric dating app Bumble has penned a love letter with a twist, showing Singaporean singles how to find love by first treating themselves.
Bumble wants Singaporean singles to go on the “ultimate date”
Reviving the time-worn practice of sending a love letter snack to the object of your affection, the campaign sees Bumble team up with Kele Confectionery to offer users the chance to claim a complimentary tin of treats.
Adhering to the principle that the surest way to the heart is through the stomach, the seasonal campaign is timed to coincide with Chinese New Year, a period when social pressure to pair up can reach a crescendo.
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Euphemistically referred to as the ‘cuffing season’, the new year period through to Valentine’s Day is traditionally the time when people come under the greatest pressure to find a partner, with 21% of single Gen Z and Millenial Singaporeans feeling pressured to couple up.
Lucille McCart, APAC communications director of Bumble, said: “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.
“The love letter is synonymous with both Chinese New Year festivities and Valentine’s 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.”
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Dubbed ‘Breaking Barriers’, the messaging focuses on content creator Chow Jiahui and her mother who have a frank conversation about the pressure brought to bear on singles during family get-togethers, referencing a Bumble finding that 57% of 18- to 41-year-olds cited nagging by friends and family as a principle motivator.
Pressure to partner in haste leads many to repent at leisure, with 12% admitting that they would lower their expectations of a partner in response.
Bumble has led the way in shifting the dial on deeply entrenched dating customs across the Asia Pacific region, notably in addressing the lingering stigmas still associated with online dating.