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Yuzu is a Gen Z dating app by Match Group focused on shared values and deeper connections. With civic duty at its core, Yuzu launched the Yuzu Your Vote campaign to mobilize AAPI Gen Z voters in Georgia, Nevada, and Florida—key states with growing AAPI influence. In partnership with Boba Guys, APIAVote, and local community orgs, we hosted pop-ups at boba shops featuring exclusive drinks, voter resources, and giveaways. These cultural hubs became sites of civic activation, driving traffic to Yuzu’s voter registration landing page and empowering young voters to take action.
The objective was to engage AAPI Gen Z voters ahead of the 2024 election through culturally relevant, in-person activations. The challenge was reaching a digitally native yet civically disengaged audience in key swing states. Our goal was to encourage registration and foster long-term civic engagement, regardless of political affiliation. With voter registration deadlines varying by state, we pivoted messaging mid-campaign from registration to voter education, while maintaining energy and relevance across Georgia, Nevada, and Florida.
We partnered with boba shops in GA, NV & FL to host one-day pop-ups featuring exclusive drinks, voter resources, and free boba during Happy Hour with a Yuzu profile. We met Gen Z where they already gather—turning cultural spaces into civic spaces. The campaign drove 500+ landing page clicks, generated $2K+ in drink sales, and sparked meaningful, in-person conversations around voting and civic engagement.
In the U.S., AAPI Gen Z voters are one of the fastest-growing but least-engaged voting blocs. Cultural barriers, language access, and limited civic outreach contribute to lower participation. Boba shops are popular gathering spots in AAPI communities—especially among Gen Z—making them ideal cultural touchpoints to deliver voter education in a relatable, trusted, and community-rooted way.
