Tinder celebrates Gen Z's authenticity with new campaign in South Korea

Dating app Tinder has unveiled a new local brand campaign in Korea that celebrates Gen Z's authentic self-expression and choices.

Building on Tinder’s "There's no wrong choice, Tinder” brand message in Korea, the campaign features four videos which highlight Gen Z’s quest for honesty and authenticity through real-life stories of one of Korea’s rising stars, actress Jeon Jong-seo, best known for her roles in “Money Heist: Korea – Joint Economic Area”, as well as real stories of actual Tinder users.

The campaign "There's no wrong choice, Tinder.” celebrates the diversity of relationships and respect for all choices through relatable stories. 

Within the first campaign video, Jeon, currently starring in her first K-drama romantic comedy, “Wedding Impossible”, showcases her distinct personality with a promise to share all aspects of herself as an actress and as an individual.  

Whether it's love, friendship, or an undefined relationship, the subsequent three campaign videos (titled Cafe, Travel and Best Friend) showcase real-life stories of Korean users who have found new connections on Tinder, illustrating the possibilities of anyone finding a significant other or friend on Tinder. 

The campaign in Korea will run through 30 April, and the four campaign videos, including one by Jeon will be available on Tinder's official channels for Korea, including the Tinder app, YouTube, and Instagram.

The campaign also took inspiration from report findings, which showed that Gen Z values knowing and expressing themselves with "main character" energy, according to Tinder's 2023 "Year In Swipe" report.  

In Tinder's Future of Dating Report 2023, 64% of young singles say they're willing to put themselves in awkward situations as long as they can be honest with themselves, and 86% say the most important thing they look for in a match is someone who is comfortable being themselves.  

“Tinder’s latest brand campaign in Korea celebrates this generation’s self-expression and authenticity,” said Daniel Kim, vice president of marketing, Asia at Tinder.   

“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,” Kim added. 

This localised campaign follows Tinder’s first local “It Starts With A Swipe” campaign in Southeast Asia that debuted in Vietnam, illustrating how this generation of young adult singles are looking for endless possibilities.

The “Love Is With Others” brand campaign in Japan similarly celebrates young adults seeking new possibilities and encourages them to look for joy, laughter, and sadness with someone else to make every day special with new encounters.

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