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Social platform Bondee appoints new CEO

Social platform Bondee appoints new CEO

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Next-generation social platform Bondee has appointed Fei Yu (pictured) as its new CEO as it looks to elevate the growth of its platform and lead it into a new era of innovation and expansion. Fei will oversee the platform's key operations and business development, seeking to drive growth for a new version that is set to launch in the near future.

Fei, who will be based out of Bondee's Singapore headquarters, enters the role with extensive experience in the tech industry, having worked at tech firms over the past two decades. She was most recently at Meta where she held multiple roles during her nine-year tenure at the company. 

Don't miss: Is Bondee here for the long run or just another fad for the ad world to play with?

She joined Meta in 2014 as the head of industry for Greater China, operating out of Hong Kong. After just under four years in the role, she moved up as the country directory of Hong Kong and Taiwan before being promoted to head of SEAPAC gaming. In December 2022, Fei was promoted to head of APAC gaming at Meta. 

Prior to her stint at Meta, Fei spent just over seven years at Google in roles such as associate general manager and head of industry, large customer sales in Beijing. Prior to that, Fei worked in Microsoft for five years, operating out of its Taipei branch. 

"I am honored and excited to join Bondee as its CEO. Bondee's mission to inspire real-world discovery and bring enjoyment through exploration resonates deeply with me,” said Fei in a statement.

She continued by saying: “Over the past twenty years in the industry, I've seen first-hand how the Internet has evolved and transformed the way people connect, share, and engage. With its commitment to transforming the way people connect with the world, Bondee is well-positioned to bring significant changes to this space by harnessing its innovative platform that creates an even more engaging and enriching experience, while making a positive impact on society. Together with our talented and dedicated team at Bondee, we are proud to be rooted in Singapore as our home base.” 

Fei is Bondee's first CEO and will report directly to the board, according to Bondee when MARKETING-INTERACTIVE reached out. She will be responsible for all markets that Bondee operates in.

Under Fei and her executive team’s leadership, Bondee is poised to accelerate its expansion efforts, seeking to build out a talented team across different functions at its headquarters in Singapore and global offices across Japan, South Korea, and China, it said. 

Bondee was the talk of the town when it launched earlier this year. It is a next-generation virtual avatar social app that was created by Singapore-based tech firm Metadream and that allows users to create diverse and trendy avatars as well as to keep their friends posted on their creations.

Reminiscent of games such as The Sims and Habbo Hotel, the app allows users to “express themselves freely by sharing their mood and status. Bondee also allows users to personalise their space, visit friends, and post comments as if they were actually living with them,” Metadream wrote in a release at the time. 

While Bondee gained significant traction in January with little to no marketing, it was also plagued with issues related to its data security. For example, earlier this year, rumors began circulating that the credit card information of users were being leaked by the platform. The company immediately addressed and quashed these allegations.

“Recently, it has come to our attention that there are rumours circulating on various social media platforms alleging that the credit card information of Bondee users had been leaked through their use of the Bondee platform,” Metadream said in a statement on Instagram on January 27. “We would like to assure our users that such rumors are false and untrue, as Metadream does not currently collect users' credit card information or any other financial information.”

The firm also assured users that it did a precautionary review of its systems and confirmed that the data of users remains safe and secure.

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