Campaign SpotlightPress Release

‘Bumble Love Letters’ puts a contemporary spin on an age-old practice

SINGAPORE — It’s that time of the year again. Alongside red packets and pineapple tarts, the appearance of rent-a-fake-partner memes on social media indicates that Chinese New Year (CNY) is around the corner. For many, this could mean having to answer a barrage of questions about one’s relationship status during custom reunion gatherings. Moreover, with Valentine’s Day on the horizon, this festive period can be likened to Singapore’s version of cuffing season, a time of year when singles feel more compelled to start new relationships for circumstantial reasons.

Bumble, the women-first dating app, has announced the results of its nationwide survey* on social pressures around dating during the CNY and Valentine’s Day period, as experienced by single Gen Z and Millennial Singaporeans. The survey found that more than 1 in 5 singles (21%) feel pressured to be coupled up during CNY and/or Valentine’s Day. Top reasons included: “I don’t want to deal with family and friends asking why I am still single” (57%), “I feel self-conscious about being single” (47%)” and “I feel pressured by friends and family” (46%).

Among those surveyed, 12% would settle for less in a partner due to the societal pressure to be coupled up during CNY and Valentine’s Day. Of these respondents, Gen Z men (16%) were more likely to settle for less as compared to Gen Z women (7%). Interestingly, those who said they are less restricted to their gender roles are the most likely to settle for less during this period (21%).


“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,” said Lucille McCart, APAC Communications Director of Bumble. “Singles may feel the urge to ‘cuff’ because of perceived timelines or societal and familial pressures, but that doesn’t mean they need to settle for less. Our recommendation is to always be honest and upfront with your partner about what you want out of a relationship. Know your worth and be confident!”

Bumble Love Letters

To help challenge Singaporean singles to take charge of their dating journey and date on their own terms, Bumble released a new campaign for the season: Bumble Love Letters.

“The love letter is synonymous with both Chinese New Year festivities and Valentine’s Day. Much like the modern love letter, the love letter snack was originally used to relay messages of affection. 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,” added Lucille.

From January 23, Bumble users will be able to claim a complimentary tin of Bumble Love Letters by Kele Confectionery (while stocks last) via an in-app link and have it delivered to them personally.

As part of this campaign, Bumble launched Breaking Barriers: Getting Real About Dating During CNY With Mum, which sees Content Creator Chow Jiahui and her mother have a heart-to-heart conversation about their own perspectives on dating and the pressures to couple up. When asked how she felt about being Single during Chinese New Year, Chow shared that while questions coming from her relatives were well-meaning, she still experiences the pressure of attending family events alone, especially ever since she ended her previous long-term relationship.

Despite familial pressures, Chow shared that she’s remaining steadfast about dating on her own terms. “Now I feel like I can try and find a partner that I will be with for the long term. It’s no longer really about getting to know a lot of people, but getting to know a lot of people and making sure that whoever I choose to spend time with is someone that I will eventually be able to settle down with,” she added. 

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