Cindy Lim is the founder and Head of Brand for a new app called Yuzu. Launched in early 2024 by Match Group (the same company behind Tinder, Hinge, etc), Yuzu brands itself as a social + dating platform aimed at the Gen Z Asian community (but open to all). Many mainstream dating apps are generalized; Yuzu is part of a trend of "niche" dating/social apps catering to specific demographics (in this case Asian community) and offering more than just dating. The social mode emphasizes friendship/community (not just hookups/dating) which is increasingly important to younger users. By embedding culture (heritage, interests, community events) it hopes to foster deeper connections rather than superficial ones. The core target is the Asian diaspora (Asian Americans, Asian immigrants, pan-Asian culture) looking for social or romantic connection. It also welcomes people of any race/ethnicity so long as they engage respectfully with the cultural focus. It's especially for people who want both friendship/community and the option of dating in the same space: Yuzu tries to blend those rather than only romance. It's attracting people who are comfortable with culturally-aware branding (celebrating Asian heritage, culture, shared values) — it's not a purely "swipe and date" generic app. www.joinyuzu.com

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