Blurring the Lines with Cindy Lim at Yuzu

To celebrate cuffing season, I spoke with Cindy Lim at Match Group 's Yuzu . Yuzu is an app for the Asian community where you can find friends, dates and belonging.

How did you end up at Match Group?

I attended Wharton undergrad, a school where most graduates either go into consulting, investment banking, or other finance / professional services fields. I followed the typical path, with internships in banking. But my first “real” job out of college was co-founding a company with my brother called Sundae School. I started this venture when I was 20, while still a junior in college, taking on various roles ranging from operations to marketing.

After working with my brother for about a year, Sundae School gained significant traction. We were featured in Vogue, Hypebeast, and thankfully received amazing support from cultural editors and the community. This success led us to secure seed money and angel investors. I faced a choice: continue growing Sundae School or explore the professional services world for more exposure to corporate America.?

My brother, who co-founded Sundae School at age 24, had previously worked at McKinsey and had been the Head of Business Development at VFILES, gaining insights into how various businesses operate. During our time working together, I sometimes felt the sibling dynamic was challenging, as I was eager to learn independently rather than simply follow his guidance. Definitely unique ego from sibling dynamic.. I wanted to experience the professional world firsthand. And so, I chose to enter the corporate world.

I pursued a career in consulting, always focusing on marketing. I worked at Accenture Interactive and BCG Digital Ventures, where I learned various aspects of marketing, from organizational structure of scaled corporations to growth strategies for startups. This role provided me with a deep and broad understanding of marketing.

I was later recruited to join a private equity firm as an in-house marketing advisor. At General Atlantic, I was part of the Growth Acceleration team, advising portfolio companies such as Joe & the Juice, Gymshark, Sezane, and Chess.com on enhancing their marketing efforts. This role allowed me to further my expertise in marketing by working with various consumer companies.

Eventually, I wanted to return to an operational role where I could actively contribute and lead, rather than just provide advisory services. I sought opportunities where I could create an impact, particularly within the Asian community. When the opportunity at Match Group arose, it aligned perfectly with my passion for brand building and making a difference.

The hiring process was quite rigorous, involving seven rounds of interviews. I met with the brand marketing and performance marketing team, and Ayesha, the CMO, and Hesam, the CEO. Despite the challenging process, I'm thrilled to be here now and excited about the future.

In 2017 you became a co-founder of Sundae School, a cannabis and fashion brand. Can you share more about the brand, its mission, why you launched it, and what every founder needs to know before starting a company?

Sundae School was co-founded to challenge the stigma surrounding cannabis culture. Back in 2017, cannabis was often associated with negative stereotypes, like laziness or being “degenerate.” Even now, many brands still don’t focus on promoting a high-functioning cannabis culture. While hemp has become more accepted recently, back in 2017, the dominant image was still rappers smoking blunts and joints. Don’t get me wrong, I appreciate that culture, but there's also a segment of high-functioning cannabis users—like my brother—who use cannabis in a more balanced, productive way.

We co-founded Sundae School with the idea of creating a space for high-functioning stoners. When we started, we coined the term "smokewear" with Vogue.com to describe our concept, drawing a parallel to skatewear or ski wear. Smokewear is about providing comfortable, stylish clothing that reflects the craft of smoking as a sport. Our goal was to merge high-functioning stoner culture with Asian American influences, creating a counterculture brand that celebrates this unique intersection.

The launch was rewarding because it resonated with many in the Asian American community who felt they had to hide their cannabis use. Our brand gave them a sense of validation and community, showing that you can balance both high-functioning life and cannabis use.

For aspiring entrepreneurs or those already in the startup phase, my key advice is to prioritize action over perfection. In the early stages, focus on getting things done rather than overthinking every decision. Launch your minimum viable product (MVP), test it, learn from it, and pivot as needed. Some people prefer a more structured approach, like conducting focus groups and extensive research before launching, but I believe that small brands can afford to take risks and experiment.

Once you gain traction and build an audience, that’s the time to step back and strategize. Assess how to scale your business and make informed decisions based on the feedback and data you’ve collected. But initially, it's crucial to just dive in and start building. If you have an idea, get a website builder or other tools and start executing your vision right away.

In 2023 you joined Match Group, becoming the head of brand and marketing for Yuzu, a social and dating app for the Asian community. What is Yuzu? And what are the top three brand building lessons you learned since launching the app?

Yuzu is Match Group’s first social app, offering a variety of features. We have a social discovery mode for one-on-one friend matches, a dating mode for finding romantic connections, and a community feature where users can join groups and meet new friends. As Match Group's initial foray into social apps, Yuzu aims to brand itself as a social-first platform, with a focus on community and a dating feature as an additional aspect. The idea is that while dating is a major draw, people will be naturally inclined to explore it if they already have a profile and are engaged in the social and community features.

In launching the app, I’ve learned several key brand-building lessons:

1. Community is Everything: Building a strong community is crucial, especially for new brands. Engaging with superfans, advocates, and loyal members is vital. Initially, I was more reserved, but once I started being more approachable and interacting with Yuzu’s community, it created a positive, viral effect. People began tagging Yuzu, talking about it, and wanting to be featured. Now, even when organizing high-profile events, I always consider how we can include the community, such as by reserving spots for them through raffles or other means. Focusing on the community has become central to my approach with Yuzu.

1. There’s a World of Talent Beyond Celebrities: One lesson I’ve learned is that relying solely on high-profile influencers or celebrities is not always the best strategy. Many influencers claim they can unlock success for a brand, but there’s no single key to success. Instead, I’ve found that working with passionate, lesser-known creators, community organizations, or nonprofits often brings more value. While larger brands may choose well-known figures for safety, as a young brand, we have the flexibility to take risks and discover amazing partners who align closely with our mission.

1. Think Bigger: Budget constraints can limit vision, but it’s essential to think big and embrace creativity. Working with Match Group and under the mentorship of Alexis Ferraro has taught me to maintain a broader perspective. It’s easy to get bogged down in day-to-day operations, but stepping back to think about the bigger picture and long-term vision is crucial. Taking breaks and reflecting on the broader goals, like creating a lasting legacy for Yuzu, helps in maintaining a visionary approach. Even though I’m constantly in “Yuzu mode,” it’s important for brand builders to periodically disconnect and focus on high-level, inspirational goals.

These lessons have been instrumental in shaping our approach and vision for Yuzu.

What initiative from Yuzu has been the most exciting, impactful and/or rewarding to work on?

The first project I want to mention is our collaboration with Sundae School on the merch and “INSPIRASIAN” series. The “INSPIRASIAN” series was rewarding because Sundae School represents Asian counterculture and is highly regarded by Asian creatives for their bold approach to marketing and fashion. Partnering with them was a testament to Yuzu’s support for breaking the mold and celebrating diverse Asian creativity.

The second project I want to highlight is our collaboration with North Star Boys. We partnered with this emerging Asian American boy band on their new song, "Bug," which has garnered almost a million views on YouTube. The music video features Yuzu branding throughout, and working with them allowed us to tap into their massive audience. With over 50 million followers across platforms like TikTok, Discord, and Instagram, and each member having a significant following, this partnership was a great way to reach a broad and engaged audience. The song even includes lyrics mentioning Yuzu, which helps create a lasting impact through music. I’m excited about the potential for future collaborations and looking forward to continuing with big partnerships, whether with consumer brands or through more music projects with other artists.

Aside from Match Group, which brand marketing initiatives caught your eye this year [2024]? What did you find interesting about these campaigns, initiatives or launches?

I have three campaigns that I’d like to highlight, and you can choose to discuss any or all of them.

Loewe's Tomato Bag Campaign: I really admired this campaign because it blended art, nature, and luxury with a touch of humor. It embraced the novelty and humor of social media trends and translated that into high fashion, generating a significant buzz online. I appreciate how Loewe’s impromptu campaign managed to break the Internet. This kind of witty, agile approach to capitalizing on fleeting social media moments is something I aspire to emulate. In today’s landscape, where trends can blow up overnight, being able to create a memorable moment from these trends is impressive.

Sanrio’s 50th Anniversary: This year, Sanrio celebrated its 50th birthday with various limited-edition collaborations across fashion and home goods. I was impressed by their ability to appeal to multiple generations. They effectively tapped into nostalgia for older fans who remember the Y2K era, while also engaging younger audiences who are drawn to cute, nostalgic items. Sanrio's vibrant social media presence, which filled my Instagram feed at one point, successfully resonated with Gen in Z, who love cute, collectible items like plushies. Their strategy of blending past and present to maintain cultural relevance and evoke emotional connections across generations was particularly inspiring.

Taco Bell’s Live Más Campaign: Taco Bell has positioned itself as a fun, inclusive brand that goes beyond just food. Their campaign included a major concert and integrated pop culture elements like esports and the metaverse. The “Live Más” concept, which means “live more,” encapsulates their effort to evoke a sense of boldness and self-expression. The campaign successfully translated the emotions they wanted to evoke, making the experience of eating Taco Bell feel more than just a meal but an opportunity to embrace a more vibrant, authentic self.

These are the campaigns I enjoyed most this year. Although Yuzu is still a young brand compared to these established names, I’m excited about the possibilities for creating impactful campaigns in the future.?

What advice would you give someone looking to pursue a career in brand marketing?

There are many different paths to becoming a brand marketer. For example, you might come from a PR background or from an agency background. Personally, I come from a business background, and it has worked for me! My background includes a comprehensive understanding of the marketing ecosystem. In my previous roles, I was responsible for analyzing performance marketing metrics, structuring the marketing organization at large corporations, and so on.

What worked for me was learning about all aspects of the product and business, as well as the entire marketing ecosystem. This knowledge helped me better align brand marketing initiatives with business goals. While the process hasn't always been easy, having data, insights, and past learnings to support my vision and ideas has been incredibly valuable. A business mindset has certainly been an asset in my role as a brand marketer.

Another important point is that being a brand marketer is often misunderstood. Many people think it's just about partying and having fun, but that's not the case. Although I enjoy my work and appreciate the opportunities I have, it’s demanding. We are constantly traveling, and the job takes a toll on both our physical health and personal lives. I value my routine and practices like yoga, which help me stay grounded.

People also need to understand that brand marketing involves more than just attending events or working with influencers. It requires significant networking, strategic planning, and a lot of behind-the-scenes work. For instance, we often need to write detailed documents, craft push notifications, and thoroughly advise agencies on our vision. Although social media might showcase only the glamorous aspects of the job, a substantial amount of work is done behind the computer—often six to eight hours a day. So, while there are fun aspects to the role, it is not all about parties and events.

Rapid Fire Questions:?

What’s your favorite song right now? Flowers Need Rain by Banx & Ranx and Preston Pablo

What’s the last book you read? A Little History of Psychology by Nicky Hayes

Who’s one person in your industry that everyone should go follow? BossBabe

In a world that is chronologically online, what offline activities do you enjoy? Contrary to what I portray on social media, I love being offline. I really enjoy going on walks alone and listening to different playlists. I love having a goal to where I go (like bakeries, museums), but aimless wandering can be fun too. For example, when I traveled solo in Paris for four days, I had a plan each day. I'd wake up and decide on a series of places to visit, like museums, sites, restaurants. I enjoy listening to my own music during these outings. In Paris, I listened to a French morning playlist, while in New York, I tend to go for house EDM songs. It might be a bit stereotypical, but I love music with vocals, EDM beats, and inspirational build-ups.

Today, I was at at a park near where I live. Until 9:00 a.m., dogs can roam off-leash. It’s fascinating to watch them—so eager and innocent, just happy to be at the park and looking for their friends. I find it refreshing to soak in that naive energy from animals and nature. It’s a nice break from being online and in front of a computer all the time. I love immersing myself in whatever environment I'm in, whether it's nature or a bustling city, and enjoying the side conversations and experiences without overthinking.

If you could meet one person for coffee, who would it be? Probably my past self. Today, I continue to have uncertainties about the future, but my past self was full of uncertainties, and I don’t love them (but you have to learn to thrive in them because they’re inevitable). I would meet my past self for coffee and tell her, just keep doing and working hard because everything’s going to be fine. I would also have told her to start a YouTube channel early so that I would have had a significant following by now haha!

What is one word you would use to describe 2024? Evolution. I’ve had to adapt to and learn from so many different situations this year, and it’s all just part of the evolution process of me as a human being.