The world-renowned dating app Tinder has just unveiled an energetic campaign in Korea that honours the genuineness and individuality that characterise Generation Z. Ads featuring emerging Korean star Jeon Jong-seo include real-life experiences, expanding on the brand’s previously announced “There’s no wrong choice, Tinder” ethos.
For both Jeon and regular Tinder users, the campaign’s core message is to be yourself. In the first video, Jeon—who has been in films like “The Burning” and “Money Heist: Korea – Joint Economic Area”—shows off her genuine self and the roles she has played.
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“Cafe,” “Travel,” and “Best Friend” are the next three films after Jeon’s introduction that highlight the varied relationships that may be formed on Tinder. The platform helps users find love, but it also helps them make genuine friends and have serendipitous meetings, as these user-generated stories show.
Data from Tinder’s own “Year In Swipe” report from 2023 is used as inspiration for the commercial. This research emphasises the desire of Gen Z for authentic interactions and self-expression. Uncomfortableness may be embraced for authenticity by 64% of young singles, according to the survey, and 86% of them put a premium on finding someone who is comfortable with themselves.
The way members of Generation Z approach relationships reflects this emphasis on personal exploration. A large majority of young singles (75%) feel that their generation is questioning traditional dating standards, which is in line with Tinder’s goal of fostering confident and healthy relationships.
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“Tinder’s latest brand campaign in Korea celebrates this generation’s self-expression and authenticity. At Tinder, we are passionate about creating a space where every individual can showcase their true selves fearlessly, knowing that they’re embraced and celebrated just as they are. With this new local campaign, we’re proud to champion authenticity as the cornerstone of meaningful relationships,” said Daniel Kim, VP of Marketing, Asia at Tinder.
Titled “There’s no wrong choice, Tinder,” the Korean commercial continues a winning trend in the area. “It Starts With A Swipe,” Tinder’s inaugural Southeast Asian commercial, premiered in Vietnam and struck a chord with the limitless optimism of Generation Z. The “Love Is With Others” ad in Japan also highlights the significance of meeting new people and enjoying shared experiences.
All four films, including Jeon’s, can be seen on Tinder’s official Korean channels: the Tinder app, YouTube, and Instagram.. The Korean campaign will be running until April 30th.
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