In the vibrant city-state of Singapore, the festive season takes on a romantic hue as the Lunar New Year coincides with Valentine’s Day, presenting a unique opportunity for love and new beginnings. Bumble, the pioneering dating and social networking app known for empowering women, seizes this serendipitous timing to launch its groundbreaking campaign, “Bumble Lo Hei: Toss Love into Your New Year.” This initiative ingeniously intertwines the rich traditions of the Lunar New Year with the quest for love, offering a fresh perspective on finding romance in 2024.
A Modern Twist on Tradition
At the heart of Bumble’s campaign is the reinterpretation of the ‘Prosperity Toss’ or ‘Lo Hei,’ a Lunar New Year ritual symbolizing abundance and prosperity. Bumble reimagines this tradition to combat dating fatigue and inspire singles to manifest a flourishing love life with its 8 Love Mantras. These mantras serve as a guide for singles to actively shape their romantic destinies, blending ancient customs with contemporary dating culture.
Strategic Collaborations for Love
Further enriching the campaign, Bumble collaborates with notable personalities such as local influencer Saffron Sharpe and Feng Shui virtuoso Cliff Tan, born in Singapore and now a TikTok sensation. Sharpe shares her personal love aspirations through the campaign, while Tan offers six Feng Shui tips to rearrange living spaces, inviting love and positive energy. These collaborations underscore Bumble’s commitment to providing holistic and culturally resonant advice to its community.
Exclusive Festive Packages
To amplify the festive spirit, Bumble partners with beloved brands like The Golden Duck and Hershey’s, curating exclusive gift packages. Available to all Bumble users from February 1 to 12, 2024, the ‘Bumble’s Lo Hei: Prosperity Love Toss Pack’ contains eight specially selected items, each representing a Love Mantra, symbolizing a step towards a prosperous love life.
Empowering Singles in the Year of Self
Lucille McCart, Bumble APAC’s communications director, highlights the synergy between the campaign and the insights from Bumble’s latest Dating Trends report, which heralds 2024 as the “year of self.” McCart emphasizes the importance of personal space in attracting new relationships, suggesting that sometimes, the path to love is as simple as decluttering one’s life from the old to make room for the new.
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A Fresh Take on Dating
Bumble’s “Lo Hei: Toss Love into Your New Year” campaign is more than a festive celebration; it’s a call to action for singles to refresh their approach to finding love. By fusing traditional Lunar New Year rituals with Valentine’s Day romance and offering actionable advice through partnerships, Bumble not only enriches the dating experience but also fosters a community ready to embrace love in all its forms.
