Her most significant discovery was the lack of awareness about Tinder and how it should be used. Seo found young Koreans were desperate to meet new people and hang out. So Tinder invited hundreds of young men and women to roller-skating discos, secret concerts with pop singers and all-day surfing clubs. Tinder advertisements are everywhere: TV, Facebook, buses, movie theatres.Those familiar with Tinder’s more transactional reputation in the West are bemused. “Tinder is so tied into American culture, the thought that it could hide its identity in Korea is kind of absurd," says University of Michigan professor Fred Feinberg, who has studied the marketing behind online dating apps.