Bumble Promotes Advice and Treats to Singapore Users for Chinese New Year

Bumble has partnered with Kele Confectionery to offer its users in Singapore the chance to obtain a complimentary bin of treats in celebration of Chinese New Year. In addition, the dating app launched a new video intended to help break down barriers for single women during the holiday, when added pressures are put on them.

Sending a “love letter snack” to the object of your affection during Chinese New Year is an age-old practice in Singapore, and Bumble is hopping on the tradition to spread the love, and to get people to download the app. Since Bumble’s motto is “women make the first move,” the company has been focusing its efforts to appeal to young single women in more conservative cultures in the APAC region, like Singapore.

According to website The Drum, Lucille McCart, APAC communications director of Bumble, said about the promotion: “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. 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.”

The video accompanying this promotion highlights women of two generations discussing dating today, its challenges, and the expectations that accompany it. “Breaking Barriers” features content creator Chow Jiahui and her mother who sit on opposite sides of a wall, with a candy tin full of questions between them. They take turns choosing questions and asking each other for answers, including “is dating harder now than it was back then” and “for someone who is single, what is Chinese New Year like for you? And “what are your expectations for yourself when it comes to dating?”

The two have a wide-ranging discussion about the pressure from family members to talk about Chow’s single status and who she is meeting. She also shares that she wants to spend time with men who are looking for something long-term like she is, and her mother is a bit more cautious, advising her to take her time to find the right one instead of feeling rushed and committing to the wrong relationship.

The point of the video, in addition to encouraging women to “make the first move” with the Bumble app, is to acknowledge the difficulties and pressures this time of year. Bumble wants to encourage its users to take their time and be gentle with themselves.