Yuzu, a dating and social app designed for the Asian community, is leaning into in-person experiences as part of a broader effort to foster connection beyond the screen. To mark Asian American and Pacific Islander Heritage Month this May, the app launched a campaign called #hAAPIwithYuzu, which blends cultural celebration with real-world social engagement.
The campaign spans multiple cities – Los Angeles, San Francisco, and New York – and includes events such as networking mixers, food tastings, and wellness activities. Central to the effort is the “hAAPIMeal” docuseries, which highlights the cultural role of food in bringing people together. Screenings have doubled as community gatherings, with featured chefs sharing meals and participating in panels. Karaoke sessions have followed each event, emphasizing shared experiences over traditional swiping mechanics.
While Yuzu isn’t only a dating app – dating is simply part of its function as a broader social platform – these events still help people meet in a way that can spark relationships. Yuzu’s Head of Brand, Cindy Lim, noted the importance of real-world interactions in building trust and deepening engagement, especially for a dating app aiming to serve a culturally specific user base.
The campaign also includes an “AAPI Business Spotlight” initiative that showcases Asian-founded brands, as well as a wellness series under the #SelfCareWithYuzu tag. The latter encourages users to prioritize personal well-being, reflecting a more holistic approach to dating that focuses on self-discovery as a foundation for relationships.
