Women across Asia are tearing up the rulebook and redefining dating on their own terms. Shaking off stigmas and ignoring predefined paths of previous generations, Gen Z women are embracing exploration, fun, and self-expression, and are taking charge of their own destiny.
Celebrating this seismic shift, Tinder is launching its first-ever regional brand campaign in Korea, India, Thailand, and Vietnam and at the heart of the campaign is a bold new narrative: dating is not a one-size-fits-all journey – it’s an open-ended adventure.
The campaign, Dating, Your Way, which features different taglines in each country, highlights a fun and unexpected creative hero—a pet Turtle—who is key to giving their stamp of approval on a new relationship and playfully highlights the idea of “Moving On” as a celebration of self-discovery, growth, and the endless possibilities of dating. Recent Tinder data confirms the importance pets play in the lives of daters across APAC with a 33% year on year increase in the mention of “pets” in bios1 with Tinder users mentioning “I love my cat. Do you have pets?”, “Dog person but really love all pets. Hope you love pets too!”, “Looking for someone to raise pets with” and “Must be pet-approved”. For many young daters across Asia, pets play an important part in approving a date or a potential partner. In fact, 56% of all users across Asia that mention “dog” in their bios and 29% who mention “cat” are Gen Z.2
“We know that young women in Asia want more control over their dating lives,” said Daniel Kim, VP APAC Marketing, Tinder. “With fun and safe dating at the core of the experience, Tinder is about the endless possibilities that can unfold when two people connect. 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.”
Putting themselves out there loud and proud, Tinder’s recent Modern Day Dating in Asia survey3 found that women across the region are embracing dating opportunities with 82% of those surveyed saying they currently use dating apps and 72% having had a meaningful relationship with someone they met on a dating app.
Less focussed on the outcome and more on making meaningful connections, 87% of women across APAC3 said they are looking for an equal partnership in a relationship. Almost 70% also said they were open to dating people from other races and cultures, while over 70% said they are open to dating people who live in a different city and more than 60% to people living in a different country.
Tinder’s campaign, developed by Wieden + Kennedy, draws inspiration from real Gen Z dating experiences—where relationships don’t always follow a traditional path but are still meaningful—and includes three core videos capturing distinct relationship moments:
- “Move On” is about being OK with what happened in the past and owning what didn’t work out, while moving on and embracing new opportunities in whatever form they may take. A young woman moves on from a past relationship, symbolised by a pet turtle gifted to her by an ex. The story captures the bittersweet moment of letting go and choosing to embrace new possibilities—with Tinder offering a fresh start in her dating journey. Breakups are a part of life, and Tinder supports users in moving forward to discover meaningful connections. In fact, a new relationship begins every 3 seconds on Tinder.4
- “Double the Chill” celebrates the quirky and unexpected, noting that it’s not weird if there’s the two of you. It follows the story of a first date where a woman bonds with her Tinder date over their wonderfully odd quirk—sipping cold drinks on a chilly day. It’s a light-hearted reminder that sometimes, the little things are what bring people together. First dates feel easier and more authentic when you’re with someone who truly gets your vibe. Tinder celebrates those unique moments, helping people connect through shared habits and interests.
- “Love and Hate” champions differences in relationships, recognising that what one person may hate another will love. A couple who met on Tinder navigate their differences over olives—similar to how many of us debate pineapple on pizza vs. absolutely not, horror films vs. rom-coms—and still make it work. The story highlights how Tinder connects people who may not see eye-to-eye on everything, but still complement each other perfectly. It’s a celebration of opposites attracting, and a reminder that differences don’t have to be deal-breakers—they can actually strengthen relationships. Tinder’s approach to dating goes beyond surface-level similarities, matching people based on deeper compatibility.
Whether it’s meeting someone unexpected, forging a deep connection without labels, or simply enjoying the journey, Tinder is the platform where it all happens.
“Working on this campaign with Tinder was so gratifying” commented Saman Kesh, director of the campaign’s three hero films. “I’m all about deconstructing old ideas and presumptions. Relationships aren’t one-size-fits-all—they’re layered, unpredictable, and endlessly unique. We wanted to dive into the idea of women exploring more open-ended dating adventures, where the real magic happens in the journey of self-discovery. By giving our hero characters unique quirks—a pet turtle here, a shared love of chilly weather there—we showed that every experience is its own story, as personal and unexpected as the people we meet.”
The pan-Asia campaign will be activated across digital, social, and on-ground experiences in Korea, India, Thailand, and Vietnam, and will feature bold storytelling, culturally resonant creatives, and a fresh perspective on modern dating.
