Couples App Between Launch Campaign with Dining Guide OpenRice


South Korean couples app Between has launched its first South-East Asia campaign, teaming up with dining guide OpenRice.

Between is an app that allows couples to privately document and share their relationship, collecting mementos, photos, texts and voice messages.

And they are running a competition with premium dining guide OpenRice to find the best foodie couple in Singapore.

Food-loving couples can apply to be one of the 12 who will visit and review top restaurants in Singapore.

The best review will earn a couple the title of “Best Couple Food Critic” and a Valentine’s day dinner.

They also plan to crown the “Between’s Favourite Couple” through voting on social media.

Between was launched in 2011 by South Korean startup VCNC Inc and since then claim to have facilitated 840m messages, and 8.4m shared moments.

Earlier this year, VCNC expanded from Korea to open an office in Tokyo.


In October, they hired e27 editor Joash Wee as General Manager of their South-East Asia operations, and the Open Rice campaign is his first in the region.

Wee said the app has seen growth in South-East Asia – 7% of their 4.6m downloads coming from the region – and plan to target this market with campaigns such as their OpenRice competition.

“Between enhances offline relationships by providing a private space where couples can create, share, and remember all their special moments. 

“For Southeast Asia, we are looking for strategic partners like OpenRice that can help bring couples closer to each other, and food is a good place to start.”

OpenRice run a premium search engine for Singapore restaurants, currently with 24,000 listings and over 60,000 user reviews.

To apply to the competition, couples must be users of both apps and send an email to Between detailing their favourite dish and how it describes their relationship.

Between are planning more campaigns with food journal app Burpple and snap-and-sell app Carousell, and are looking for partner in Malaysia and Thailand.

Find out more about Between, here, and OpenRice here.