With the new initiative, the two Asian startups are working on cross-promotions on social platforms. The first result of their collaboration was announced in August, detailing the 20 places to eat at on date nights in Singapore. Keeping other parts of Asia in mind, Edward Lee, who heads international business development, and a value innovator at parent company VCNC, said, “This pilot partnership can be rolled out to introduce dating spots in other regions and cities as well.”
With latest hire - e27.co‘s former Editor, Joash Wee – to manage Southeast Asia, Between also revealed that Thailand, Malaysia and Singapore are amongst the top 10 fastest growing countries. Lee disclosed that the aforementioned countries take the sixth, seventh and eighth spot respectively and the total number of downloads from these markets has passed 215,000.
The couple app has garnered more than 4.4 million downloads globally in less than two years and its main revenue source comes from the stickers that it sells within the platform.
As for Burpple, there are now more than 700,000 photo reviews on the platform. Dixon Chan, President and Co-founder said that the team will be looking to spur engagement and garner more users through this collaboration. He added, “Burpple wants to guide members to places in a highly contextual and personal way. As such, we think there’s great synergy with Between and we’ll hope to see this is a scalable growth model to market in Korea and Japan.”
Other than the recent partnership with Between, Burpple has also joined forces with The Sam Willows, a local band; Evelyn Chen, a food writer; and Cafehopping, a food discovery blog to dish out better and interesting content for their members. Dixon said that they will continue to find local partners with insight and know-how.
On the other hand, Edward told e27 that while there is a possibility of Burpple helping to propel user growth forward in the city-state, he is more focused on the content they are creating together. He added, “We have found out in some of our past marketing cases in Korea that dating spots bring a lot of viral among couples, which later on drive couples to know about Between.”
Given that their Asian competitor, LoveByte, is based in Singapore, is relationship manager Between worried about the acquisition of local users? Not at all. Edward said that competition is viewed positively as both companies can help educate audiences about the idea of a closed network for two. He noted, “As people get to recognize the concept better, I think the adoption will be much easier for us.”