Bumble gets users to manifest love this CNY and Valentine's Day with Lo Hei spin

Dating and social app, Bumble, is celebrating Chinese New Year and Valentine's Day with a new campaign titled "Toss Love into the New Year". 

Inspired by the traditional and iconic 'Prosperity Toss', more commonly known as 'Lo Hei', the campaign invites singles to come together and toss their dating fatigue away, manifesting a prosperous love life in the Year of the Dragon. 

As part of the campaign, Bumble is giving away a specially curated exclusive 'Lo Hei' pack to its app users, available on a first-come-first-serve basis for the first 200 Bumble users. 

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The pack is filled with eight goodies such as salted egg fish skin from Golden Duck, Hershey's kisses chocolates and fish ball crackers. 

Each goodie represents Bumble's eight mantras to manifest a prosperous love life. They are 'Everything starts with a belief', 'I take control, love will unroll', 'Healing on the inside, beaming on the outside' and 'I'm always real, authenticity is the deal'. 

Rounding out the other manifestations are 'My kindness flows, my love will grow', 'My personality glowing, our chemistry blooming', 'Live in the present, enjoy the moment' and 'It's your turn, say your manifestations this new year!'

In addition, Bumble has partnered with Singaporean influencer and content creator Saffron Sharpe and Feng Shui expert and TikTok creator Cliff Tan as part of "Toss Love into the New Year". 

As part of the campaign, Sharpe is featured in a video explaining the meaning of the eight mantras, while setting up Bumble's 'Lo Hei' pack. In the video she also shares personal snippets of her dating life and manifests one million dollars, as well as a handsome and loving boyfriend that she can eventually get married to. 

Tan on the other hand, has provided tips on rearranging one's personal space to invite love back into their lives in the lead up to Lunar New Year and Valentine's Day. 

In the TikTok video, Tan is seen showing the different ways one can decorate their bedroom with a drawing and a mini-modelled room. He proposes putting the bed in the middle of the wall for easy walking when a partner comes over.

Alternatively, he shared putting a bed in a corner to make way for self-love and passions. 

Sharpe was chosen for her relatability to Bumble's target audience of Gen Zs. Meanwhile, Tan's expertise in a trending topic, his bubbly personality and social media reach makes him a great fit for Millennials and Gen Zs in Singapore.

“We know the pressure that some singles face as we approach Lunar New Year and Valentine’s Day, and we hope to borrow from the traditions of the season to impress upon them that finding love is a journey, while opening up the doors for them to form new connections this year," said Lucille McCart, APAC communications director at Bumble when MARKETING-INTERACTIVE reached out.

"A little change for the new year can go a long way, and we hope this encourages our community to believe in the power of love and take small, active steps to manifest the love they want this year,” she said. 

As we enter the month of February, many brands have slowly began releasing Valentine's Day campaigns. One such brand includes local independent cinema, The Projector.  

The Projector has put the spotlight on selected film screenings that it has for Valentine’s Day with a quirky social media activation that celebrates dating apps. 

Titled "An UnHinged Valentine’s", the campaign puns the name of popular dating platform Hinge and features films such as Midsommar, Casablanca and The Wedding Banquet as user profiles.

“Would you swipe right on us? Love comes in all genres, just like our Valentine’s films,” said the brand on Instagram.

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