During his time as a brand director at Procter & Gamble, Daniel Kim often focused on reaching baby boomers and millennials. Now, as VP of marketing at Tinder Asia, he's increasingly targeting Gen Z—a demographic that demands a different approach. 

“For Gen Z, dating is an open-ended journey of self-discovery, offering a chance to learn more about themselves and others,” said Kim, who spearheads Tinder Asia's marketing initiatives across countries including Korea, Thailand, Vietnam, India and Japan. 

Under Kim’s leadership, the Match Group-owned company aims to “better immerse” itself within users’ lives—even if that means showing up in unexpected places, Kim, 32, said.

Earlier this year, Tinder Asia partnered with Thailand-based Whiteline Group to offer the marketing agency's employees “Tinder leave,” an unconventional benefit that gives staffers paid time off to pursue romantic connections on the dating app. Whiteline Group is also covering the cost of Tinder Gold and Tinder Platinum subscriptions. 

“From a brand standpoint, I think what matters a lot is, we're actually becoming a ... part of their culture and dialogue, rather than trying to just create a beautiful asset” and pushing “money behind it,” Kim said. 

If you could have dinner with one person, alive or dead, who would it be and why?

I would love to meet Gerald Genta. As a passionate watch enthusiast, I’m fascinated by how the watch category holds such profound value. It’s incredible to think that Genta single-handedly designed pieces for Patek Philippe, Audemars Piguet and others that continue to be admired and cherished today. I often wonder what makes a brand endure for centuries, and I’d love to hear Genta’s personal stories behind the timeless masterpieces he created.

What are the top two social media sites you use on a regular basis?

Instagram and YouTube, but I’ve been actively avoiding short-form content on both. Over time, I’ve realized that relying on short-form algorithms dulls my ability to navigate content consciously and puts me into an auto-pilot mode, which I find unsatisfying.

What’s currently on your bedside reading list?

I’ve been binge reading "Brief Answers to the Big Questions" by Stephen Hawking, and it’s fascinating to follow his thought process. It’s incredible how he spent his life exploring the vastness of the universe through the power of his mind. What’s even more intriguing is that despite being one of the greatest minds in history, he remained hopeful and loving toward humanity.

What was the last show you binge-watched?

“The Bear!” I was a part timer in an Italian bistro and always admired the intensity and heat of the kitchen—where obsession with greatness, understanding the customer and delivering the best experience are at the core. It’s the same mindset I see in marketing, where the pursuit of excellence, connection and impact mirrors the craft of a seasoned chef.

At what age do you hope to retire?

I hope to work until my last breath. While why I work may shift with each stage of life, it’s thrilling to have something that drives me and adds value to others.