EVENT MARKETER – Yuzu, Match Group's dating app for the Asian community, launched in January 2024 and focuses heavily on in-person events to build brand awareness and community. In May, it ran a campaign called #hAAPIwithYuzu for AAPI Heritage Month, built around three pillars:
- hAAPIMeal – food-centered events and a three-part docuseries featuring Asian American chefs.
- hAAPI Business Spotlight – showcasing 50 Asian-founded brands across five categories.
- Wellness – including the ongoing #SelfCareWithYuzu challenge and a yoga event on May 31.
Events were held in L.A., San Francisco, and New York, featuring screenings, food tastings, karaoke, and panels. Feedback showed a high demand for real-life meetups, with 70% of surveyed users asking for IRL events.
by Juanita Chavarro Arias
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