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I met the app's publicist, a beautiful Korean-American woman from California, for a coffee, earlier this year.
As we chatted about the app, she let me poke around her personal profile, which she had created recently after going through a breakup.
"Advertising that evokes emotions is the most effective," he said, blithely.
But maybe there's something to it—the app is the highest trafficked dating resource for Asian-Americans in North America, and, since it launched in December 2013, they've matched more than seventy-thousand singles.
JDate, the matchmaking site for Jewish singles, has been around since 1997.Last year, a billboard advertising a dating app for Asian-Americans called East Meet East went up in the Koreatown neighborhood of Los Angeles."Asian4Asian," the billboard read, in an oversized font: "That's not Racist."One user on Reddit posted a photo of the sign with the single-word rejoinder, "Kinda," and the sixty-something comments that followed teased apart the the moral subtleties of dating within or outside of one's own ethnicity or race.For example, women on the app were more particular than their masculine counterparts when it came to level of education and type of employment.Cities with small populations of Asian-Americans, such as Denver, had much higher match-rates than big cities with many Asian-Americans, such as New York and L. (likely because there are fewer users, and thus fewer choices).