Yuzu
Crafting a name for Match Group’s platform for sparking connections within the Asian Gen Z community
I’m always up for a naming challenge, especially one as juicy as this: naming Match Group’s social app for sparking connections within the Asian Gen Z community.
The name needed to accomplish three things. First, express a distinctly Asian worldview in globally familiar language. Second, emphasize a new approach to making friends and making matches. Third, enhance the strategic narrative around the brand purpose of belonging that sparks better beginnings—that the best connections happen when you feel good sharing your whole self.
After an exploration of nearly 800 names, Yuzu emerged as the clear winner. A citrus fruit of East Asian origin, yuzu brings a bright and refreshingly vibrant flavor to the table — just like this community-building app. The “yu” in the name, alluding to “you,” expands its storytelling potential. Yuzu is where you can be yourself, see yourself, find your people. Whether it’s go-with-the-flow casual or take-it-to-the-next-level romantic, Yuzu brings a fresh vibe to hanging out, dating, and expanding your circle.
