In an ever-growing digital landscape, Yuzu stands out as a groundbreaking app, specifically designed to bring together the Asian community for both social and dating purposes. Cindy Lim, Head of Brand at Yuzu, describes the app as a “social playground” where users can come to make friends, date, and engage with larger communities that celebrate Asian culture. While Yuzu is a social app under Match Group—the company behind well-known platforms like Hinge and Tinder—it is distinct in its expansion into friend-finding and community-building.
“Yuzu offers various community groups around interests like anime, gaming, and EDM—topics that resonate with the Asian community,” Lim says. She emphasizes that although the app focuses on the Asian experience, it’s not limited to it, fostering inclusivity in a broader sense. Users can join discussions similar to Reddit-style communities and participate in meaningful conversations with others who share their interests.
Cindy Lim’s journey to Yuzu is anything but conventional. Unlike many heads of brand who hail from PR, communications, or advertising, Lim’s background is rooted in consulting, finance, and entrepreneurship. Early in her career, she co-founded a fashion brand with her brother called Sunday School, focusing on Asian-American counterculture and niche markets.
“When I was 20, I co-founded Sunday School with my brother, focusing on high-functioning stoners who celebrated Asian culture,” Lim explains. This blend of business savvy and cultural insight proved to be a strong foundation when she transitioned to consulting for major brands such as Gymshark and Joe & The Juice. However, her passion for connecting Asian culture to larger communities led her to Yuzu. “When the opportunity to join Yuzu came up, I knew I had to be a part of it, even though we weren’t sure whether the app would be more of a social network or a dating platform at first.”
When Lim joined Yuzu, the groundwork had already been laid by Match Group’s extensive corporate research. “By the time I came on board, all the corporate research had been completed, with focus groups and surveys guiding the direction of the app,” Lim says. But she played a crucial part in determining how the audience would view Yuzu. “My main responsibility was making sure people knew what Yuzu was, how it would be presented, and how it would resonate with our core audience”
The app’s capacity to serve many Asian diaspora communities is one of its distinctive qualities. There’s something for everyone on Yuzu thanks to its diverse range of community-based interests, whether users are trying to date, make friends, or just find a place to call home. According to Lim, “It’s more than just a dating app.” “We’ve created a space where users can connect over shared interests, such as gaming, fashion, and EDM.”
Yuzu’s initial launch strategy was centered on building anticipation through a waitlist and early partnerships. “One of the first strategies we used was creating a waitlist, which turned out to be very successful,” Lim explains.
Yuzu created a buzz before its official launch by collaborating with Asian influencers who shared app prototypes with their followers. “When we launched, we already had a significant number of people on the waitlist, so users were able to start forming friendships and communities right away.” Yuzu utilized the impact of micro-influencers to specifically target Asian diaspora niche communities.
“We worked with Twitch streamers, cosplay enthusiasts, and DIY fashion creators, all of whom represented niche interests that resonated with our audience,” Lim notes. This approach helped Yuzu establish its presence as a lifestyle app that celebrates diversity within the Asian community.
One particularly noteworthy collaboration involved the all-Asian-American pop band, North Star Boys. The band’s song “Bug” featured Yuzu prominently in the music video, with even a lyric mentioning the app: “Met you on Yuzu.” According to Lim, “It was a big pop culture moment for us, and a great way to promote the app in a fun, engaging way.”
The success of early partnerships helped establish Yuzu’s credibility, allowing it to forge relationships with bigger brands. One such partnership is with Boba Guys, a prominent boba tea chain with locations in major U.S. cities. The collaboration is part of Yuzu’s “Yuzu Your Vote” campaign, designed to encourage voter registration within the Asian-American community.
“We’re working with Boba Guys to launch a co-branded drink called the Yuzu Strawberry Fresca, along with custom sleeves featuring a QR code that links to voter registration resources,” Lim says. The campaign, which is nonpartisan, aims to engage Asian-Americans during this election year, with events planned in swing states like Georgia and Nevada. “We want to make an impact, and voter turnout is a key focus for us,” she adds.
This initiative is just one of many creative campaigns Lim has spearheaded. With Yuzu gaining momentum, the team is now planning ahead for even larger collaborations, including a Friendsgiving event with a major food brand. “This year was all about launching Yuzu and establishing ourselves,” Lim notes. “Now that we’ve built up some street cred, more brands are open to working with us, which is exciting.”
In addition to brand partnerships, Yuzu is placing a strong emphasis on community engagement, particularly through its college ambassador program. “We wanted to create a program that gives Asian students a reason to connect, network, and form friendships,” Lim says. The ambassador program is currently piloting in cities with large user bases, such as Los Angeles and San Francisco, and encourages students to host events like boba socials to connect with peers from other schools.
For Lim, the core of Yuzu’s actions is promoting pride in Asian identity. She says that the program is open to both full- and mixed-Asian people. “We want ambassadors who are eager to promote their culture and help others learn more about it,” Lim says. “As long as they are connected to their heritage and passionate about sharing it, they’re a great fit for our program.”
Lim is still committed to growing the app’s influence and user base as Yuzu grows. Now that the crew has completed the main projects for this year, they are focusing on 2025. “This year was about launching and building our presence,” Lim explains. “Now, we’re looking at what we can do next year to continue growing and collaborating with even bigger brands.”
Yuzu’s distinctive social networking style and dedication to supporting the Asian community make it more than simply an app; it’s a platform for community building, connection, and pride. According to Lim, “We’re making a real difference, and that’s what makes this journey so rewarding.”
