Friend-Assisted Dating: 'Friendfluence' Emerges as the New Valentine's Trend for New Generation

The weeks before Valentine's Day remain the most vibrant dating period of the year, with Tinder experiencing peak season for singles. Members are sending 10 million messages daily and generating 40 million likes, clearly showing singles' excitement for new connections from the year's start. Although dating activities have visibly increased, the dating style of the new generation is simultaneously being redefined. Tinder's 'Modern Day Dating in Thailand' survey reveals that 77% of Thai Gen Z feel comfortable recommending someone they've met through dating apps to friends, indicating that dating is no longer a secretive process or something to keep private until the relationship becomes serious. According to Tinder's 2026 Year in Swipe report, this change is reflected through the 'friendfluence' trend, where friends play an increasingly significant role in dating. 42% of global Gen Z singles say friends are involved in their dating decisions, and 37% plan to date in groups or enjoy more social interactions. Kirsty Dunn, Tinder's Thailand Communications Director, explains that friends' opinions are now as important as making a match, especially for dating newcomers. Modern dating isn't just about two people connecting, but about friends providing advice, reading subtle signals, and building confidence throughout the dating process. Tinder has introduced features like 'Double Date' and 'Share My Date' to support this trend, allowing safer and more social dating experiences that resonate with younger generations who prioritize shared experiences and safety.