Bumble Launches Video Campaign to Address Dating Stigmas in APAC Countries
- Wednesday, December 28 2022 @ 10:08 am
- Contributed by: kellyseal
- Views: 752
Dating app Bumble has launched a new series of videos catering to countries within the Asian-Pacific (APAC) market, specifically India, Singapore, and The Philippines, to lessen the stigma surrounding its dating app premise: that women make the first move.
APAC countries, especially India, are fast-growing markets for dating apps as younger daters opt for technology over traditional dating methods like matchmaking. However, approaches to dating and matchmaking vary greatly between countries according to Lucille McCart, communications director for Bumble APAC said in an interview with The Drum. For example, religion and religious customs are more important in Singapore and the Philippines compared to markets like Australia and New Zealand.
As a result, Bumble has launched new videos catering to specific markets. The videos for Singapore and the Philippines are called “It Starts With Hello,” designed to create more levels of comfort for women starting a chat over the app. “In Singapore, 87% of people surveyed believed that men should take the lead and only 7% said that this is what is expected of women. Things are slowly changing in this regard, and Bumble is here to advocate for further progress,” McCart told The Drum.



