Tinder Launches “Dating, Your Way” Campaign in Asia

Tinder has launched Dating, Your Way as its its first pan-Asian promotional campaign, focusing on how Gen Z women are reshaping traditional dating norms. The campaign, which spans digital, social, and real-world experiences, presents dating as an open-ended journey rather than a rigid structure – with a focus on authenticity and self-discovery.

The campaign features three video narratives, each led by young women and depicting different dating experiences. Move On tells the story of a woman embracing new beginnings after a breakup, while Double the Chill highlights the joy of finding common quirks with a partner. Meanwhile, Love and Hate explores how couples navigate differences, reinforcing the idea that compatibility goes beyond shared preferences.

“We know that young women in Asia want more control over their dating lives,” said Daniel Kim, VP of APAC Marketing at Tinder. “With this campaign, we’re celebrating the freedom to date without judgment – because whether you’re on Tinder to move on, move forward, or just move at your own pace, there’s no set way to date, and every match has the potential to change lives in ways that people could never imagine.”

The campaign is backed by a range of data related to changing dating attitudes across Asia, including Tinder’s own studies and third-party data from sources like OnePoll, that have informed the campaign’s overall goals. The campaign will roll out across digital, social, and in-person events in South Korea, India, Thailand, and Vietnam.