Dating app, Bumble, has launched a new suite of features on its app designed to highlight users' love (or distaste) of durian to potential matches during this durian season. These features include durian interest badges, question and profile prompts.
The Bumble community in Singapore has the option to select from two durian-related question games including, “Durian: love it or hate it?” and “How would you describe durian to someone who has never had it". In addition to the questions, Bumble users can select the profile prompt, “My strong opinion about durian is that…”. These features are available until 30 June.
Users who enjoy durians can swipe to view the in-app promo card and select 'Add Badge' to add to their profiles a limited edition “Durian Lover” interest badge to show potential matches their fondness for the spiky, sweet fruit.
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According to the statement, these new features line up with the dating (and durian) needs of Gen Z and Millennial Singaporeans.
More than one in two (54%) Singaporeans are likely to consume durian this year, and one in five (20%) expect to be eating the fruit with a date, data found by a Bumble nationwide survey.
The research also found additional insights on the connection between an attraction (or aversion) to durain and the potential of a romantic connection:
- Almost a quarter of respondents (24%) agree that eating durian with a romantic partner makes for great dates.
- One in three durian lovers (29%) (i.e. someone who is excited about durian season) said it would be a deal breaker if someone they were romantically interested in did not like durian. However, most Singaporeans who don’t love durian (94%) would not consider a love of durians a dating deal breaker.
- Durian lovers are almost twice as likely (20%) to actively look for a romantic partner who shares similar interests in food before deciding whether they want to further explore a connection, as compared to people who are durian agnostic (11%) and haters (11%).
- 17% of durian lovers will bring someone they are interested in romantically to eat durian as a first date. In fact, 15% of durian lovers have actually had a durian date before.
Lucille McCart, APAC Communications Director of Bumble, said:
Our findings in Singapore reflect the palpable passion for food that locals hold dear.
“Food is such an important part of dating and romance, in fact it is said that eating great food releases similar brain chemicals as feelings of love. Whether you are a durian lover or not, we want to help you find your perfect match this durian season on Bumble. Shared interests are a crucial part of relationship compatibility, so our new durian themed product features are one way to find a match with the same taste as you!" McCart added.
MARKETING-INTERACTIVE has reached out for more information.
Bumble isn't the first one to think of using durian in its product. Previously, Durex Singapore unveiled its product range - condoms that comes in local flavours. These flavours vary from Mao Shan Wang (durian), Singapore Chendol, and Botak Coconut Sherbet.
In a Facebook post, the condom manufacturer called for consumers to "rediscover what it means to love local", and teased a giveaway where users who comment which flavour they are excited to try might get a sample. Most crucially, Durex said it will be launching its new flavours in a week's time, which coincidentally falls on April Fool's day.
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