Coffee Meets Bagel and Paula’s Choice celebrate self-love this V-day

Dating app Coffee Meets Bagel has partnered with skincare brand Paula’s Choice Taiwan to launch a Valentine’s Day campaign celebrating dating with confidence and self-love.

With the campaign message “Love starts with self-love” (愛情從愛自己開始), the three-month campaign is available until 31 March across Hong Kong, Macau, and Taiwan, targeting modern daters in these regions. The campaign centres on the belief that self-love and confidence are crucial ingredients that empower one to seek meaningful connections with others.

According to Coffee Meets Bagel, Paula’s Choice Taiwan is a natural partner for the brand, as both companies share a strong synergy and focus on intentionality, self-awareness, and confidence. The collaboration centres on the idea that dating begins with being prepared and comfortable in your own skin, aligning self-care with the readiness for meaningful connections.

Inspired by traditional mythology and matchmaking rituals, the collaboration features an online fortune-drawing experience named “Paula’s Choice x Coffee Meets Bagel matchmaking andfortune telling centre” (寶拉珍選 x Coffee Meets Bagel 月老解籤所). This seasonal Valentine's Day activation closely ties to local dating behaviours in Taiwan by incorporating elements such as the red thread and Yue Lao, localising the brand narrative and fostering a meaningful connection between both brands.

In the interactive online experience, participants can join Paula’s Choice membership to receive product samples and discount codes. They will also receive a virtual love fortune to share on their Instagram or Facebook accounts for a chance to win two movie tickets for a date. The lucky draw offers monthly rewards, with five winners selected each month. By blending modern dating with traditional matchmaking symbolism, users are encouraged to draw a love fortune online and share it with friends, driving engagement through social-first storytelling.

In addition to digital experiences, the campaign is supported by co-branded gifts and exclusive rewards. It is promoted across both brands' social media pages, customer relationship management channels, and app-led touchpoints.

Don’t miss: Coffee Meets Bagel names new global brand and communications lead

Back in September last year, Coffee Meets Bagel appointed Amanda Chong as its new global brand and communications lead, a newly created role as the dating platform ramps up its international expansion. In her new role, Chong leads the development and execution of Coffee Meets Bagel’s global brand strategy and integrated communications.

Reporting directly to Coffee Meets Bagel’s CEOs Shn Juay and Quincy Yang, Chong plays a pivotal role in shaping the company’s communications as it continues to expand globally.

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