Tinder Japan unveils its “instant seishun” campaign in an effort to encourage young people to meet new people and make memories they’ll look back on.

 

The campaign, which is the brand’s first with W+K Tokyo, puts a new spin on the concept of “seishun” (springtime of youth), which is typically centered around school uniforms and teenage memories. Tinder believes that seishun doesn’t end when high school does. It’s a feeling that can be seized by meeting new people and experiencing new things. This is particularly true for those who missed out on many important memories during nearly three years of COVID-19 restrictions.

 

The campaign film, directed by BWGTBLD’s Jared Knecht, features a young Konbini (Japanese convenience store) worker, watching others go out and make the most of their youth. We then dive into her imagination, where she experiences everything from love, to heartbreak, to friendship and social discovery, which are all just a swipe away on Tinder—Japan’s most downloaded dating app.

 

The campaign was supported by an out-of-home takeover in youth hotspot Shibuya, plus the opening of Tinder’s very own konbini: SwipeMart.

 

SwipeMart was open in Shibuya Center Gai from September 16-19th and visitors were able to get free special edition Tinder konbini treats including: Seishun Sour drinks, spicy Tinder Chiki and Super Like chips (which came with free Super Likes to use on the app). There was even limited edition merch and photo opportunities to upgrade their Tinder profiles.

 

Each night, SwipeMart transformed from conbini to concert venue and Rapper Elle Teresa, TikTok sensation Shimamo, TokyoVitamin’s Vick Okada and DJ collective CYK performed unique sets from behind SwipeMart’s register.