Singapore aims to woo US singles with ‘aunties, not algorithms’ matchmaking push

Can a dose of old-fashioned matchmaking sell a destination? Singapore’s tourism board is betting it might, inviting US-based singles to be paired by “aunties” for a chance to win a four-night trip in a campaign marketers see as an attempt to soften the city state’s reputation for efficiency and order with a touch of warmth and human connection. Comedian Atsuko Okatsuka, Singaporean actress Tan Kheng Hua and astrologer-matchmaker Aliza Kelly have been chosen to front the “Aunties, Not Algorithms” campaign, which will be accepting applications from singles across the United States until March 13 via a dedicated website. In Singapore, “auntie” is a widely used affectionate term for an older woman who is seen as outspoken and often keenly interested in others’ lives. Selected participants will receive round-trip flights to Singapore, a four-night stay in one of the country’s top hotels, a cooking class with Michelin-starred chef Malcolm Lee and some spending money. The campaign aims to spotlight Singapore as a place where meaningful, real-world connections can flourish through food, culture and shared experiences, according to Singapore Tourism Board’s senior vice-president for the Americas, Eileen Lee. “We hope to introduce Singapore to new audiences in a way that feels personal, relevant and emotionally resonant, ultimately inspiring future travel,” she said. The resulting dates would not be televised, Lee said, though it was not immediately clear if the encounters would be filmed for promotional purposes. Almost eight in 10 dating app users in the US report emotional fatigue and burnout, according to the results of a Forbes Health survey published last year, with 40 per cent of respondents citing difficulty in forming meaningful connections as the reason. Industry analysts say the “innovative” contest could help strengthen Singapore’s brand, though it may not spur a rush of singles seeking romance in the city state. Unlike other industries where you can measure success by sales, “tourism brand building is a lot more amorphous”, said Christopher Khoo, owner of MasterConsult Services, a tourism consultancy. “But every little bit helps. Over the years we have built Singapore’s image and reputation as a desirable and happening destination and have been very successful.” Singapore had long used “different hooks” to lure tourists from different markets, Khoo said, citing honeymooners from Southeast Asia and female office workers from Japan as examples. “Not all [campaigns] will work brilliantly,” he said. “But I think just such a novel approach in the US market will certainly bring the right kind of attention to Singapore.” Wong King-Yin, a senior marketing lecturer at Nanyang Business School, said the project was aimed more at raising awareness than driving an immediate uptick in visits. “Its strength lies in reshaping how Americans perceive Singapore,” she said. “Traditionally seen as clean, efficient and food-focused, Singapore is now being positioned as a place for genuine human connection.” Wong called the “auntie” matchmaking concept “distinctive” and “culturally rooted”, adding that it was likely to appeal to “singles fatigued by algorithm-driven dating apps”. Just the intrigue of the possibilities is enough to put Singapore into consideration Seshan Ramaswami, marketing professor Though he raised questions about just how genuine the connections made through the campaign would be, Seshan Ramaswami, an associate professor of marketing education at Singapore Management University, argued that its novelty alone could help reframe perceptions of the city state. “Just the intrigue of the possibilities is enough to put Singapore into the consideration set of travel destinations as an interesting, unconventional place,” Ramaswami said. “Not just a squeaky clean ‘chewing-gum banned, caning or death penalty city state’.” When it comes to romantic destinations, Singapore might not be the first place that springs to mind or even be “closely associated with romance”, said Kevin Cheong, a business lecturer at the University of Newcastle in Australia. “From this perspective, I would measure the effectiveness of this campaign with cautious and rather muted optimism,” he said. The campaign follows a series of high-profile collaborations by the Singapore Tourism Board with artists including Coldplay, Jisoo and BTS’ Jin, who appeared in music videos last year showcasing the city state’s landmarks in a bid to expand its global appeal. Lacking the natural or geographical lures that might attract tourists on their own, Singapore relies on such creative efforts to keep its image fresh and relevant, according to Cheong. Wong added that the tourism board’s recent collaborations had effectively positioned Singapore within global pop culture, eschewing traditional advertising channels. The campaigns “reflect a deliberate choice towards emotional storytelling”, she said. “Instead of focusing solely on infrastructure and attractions, they are building identity and narrative. Collectively, these efforts position Singapore as a vibrant, human-centred destination with a distinctive voice in a highly competitive global tourism landscape.”

Singapore aims to woo US singles with ‘aunties, not algorithms’ matchmaking push

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Burnt-out US-based singles could win a free luxury trip if they ditch the dating apps and opt to let outspoken older women play Cupid

Burnt-out US-based singles could win a free luxury trip if they ditch the dating apps and opt to let outspoken older women play Cupid