Coffee Meets Bagel is making intentional dating a cultural affair

Coffee Meets Bagel (CMB) is partnering SG Culture Pass (SGCP) in a year-long collaboration aimed at encouraging singles to pursue more intentional dates through arts and culture.

Anchored by the theme “Date with intention: Culture brings us closer”, the partnership positions cultural experiences, from workshops and performances to museums and heritage spaces, as alternatives to traditional dinner or café meet-ups.

Through the tie-up, singles can tap into activities supported by SG Culture Pass, which are redeemable using the government-backed SG$100 SG Culture Pass credits. The collaboration aims to make cultural, activity-based dates more accessible while spotlighting distinctly Singaporean experiences.

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According to Coffee Meets Bagel, dating expectations are shifting, particularly among women who increasingly favour thoughtful planning over grand gestures.

Data from the dating platform found that women are significantly more inclined towards cultural and social-emotional date experiences compared to men. Approximately 19% of women indicated a preference for concerts and live performances as a date activity, compared to 9% of men. Meanwhile, 18% of women preferred dates at museums and galleries, versus 12% of men.

Such settings offer lower-pressure environments with built-in conversation starters, which CMB said make them suited for early dates and deeper connection.

As part of the collaboration, CMB users will see curated cultural date ideas featured across SG Culture Pass platforms, as well as within the Coffee Meets Bagel app and newsletters. Users will also receive priority access to CMB x SG Culture Pass promotions.

Kicking off this Valentine’s Day, 11 couple-friendly SG Culture Pass events are available on the official SG Culture Pass website. These include a mix of arts, culture and heritage events, immersive experiences, workshops and self-guided quests.

Among the activities are 'FRAMED Murder Mystery', 'Ransack Puzzle Hunt', 'Monopoly Hidden Singapore: Love, Lost, and Found', an acrylic painting workshop, 'Pixar in Concert' and 'Hell’s Museum' admission tickets. More SG Culture Pass-eligible events are expected to be added to the collaboration in the coming months.

“Cultural dates naturally slow things down. They create shared experiences, ease first-date anxiousness, and open the door to richer, more thoughtful conversations. This partnership invites daters to step offline and build deeper connections through shared cultural experiences, discovery, and values,” said Shn Juay, CEO, Coffee Meets Bagel Worldwide.

The collaboration also builds on CMB’s use of local data to drive brand storytelling. In May last year, ahead of Singapore’s General Election, the platform analysed anonymised user behaviour across GRCs and SMCs, suggesting dating habits may be influenced by where users live. Yio Chu Kang users were the most proactive, while Queenstown and Jalan Kayu users were more likely to ghost. Jurong Central users tended to chat late.

Queenstown and Pioneer led in long-term relationship seekers, while Yio Chu Kang had a higher share of casual daters. The study also mapped hobbies by area, from dog-loving gym regulars in Queenstown to bookworms in Bukit Gombak and travel-loving foodies in Pioneer.

Photo courtesy of SG Culture Pass. 

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