South African Gen Z singles are officially breaking up with the “swipe-by” culture. Research shows they spend roughly 142 hours a year on dating apps, yet secure only five meaningful connections. This growing frustration has sparked a shift toward more authentic dating experiences. These rely on friendship, shared interests, and real-life connections.
Knorr is tapping into this trend with #DateMyCookFriend, a campaign that encourages friends to spotlight their single foodie friends. This proves that the kitchen may be the new stage for romance.
Cooking Beats Swipe Fatigue
The research found that 77.8% of Gen Z singles question the authenticity of dating profiles, while 75% struggle to find someone whose priorities match their own. Although swipe fatigue is high, cooking is proving irresistible.
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Four in five respondents (80%) say an interest in cooking is attractive, with 80.8% charmed by kitchen confidence and 81.4% drawn to someone who cooks for others. Therefore, cooking tops the list of appealing traits. It outranks fitness fanatics (70.4%) and flashy car owners (61.6%).
#DateMyCookFriend Turns Friends into Wingmen
Inspired by the viral Date My Friend trend, Knorr is empowering friends to champion their single foodie pals. People can refer friends on TikTok or Instagram by sharing their first name, age, and signature dish with the #DateMyCookFriend hashtag. As a result, standout videos will be boosted by Knorr. This gives single cooks a chance to reach more potential matches.
Bringing Connections Offline
The campaign doesn’t stop online. Knorr has partnered with farmers markets, including Prison Break Market and Fourways Farmers Market, to host real-life dating events. Friends can bring single cooks along, play wingman, and help them connect over shared food passions.
Why Cooking Works
Survey insights show that cooking builds closeness (28.2%), demonstrates effort (25.6%) and sparks romance (26.2%)—qualities a dating profile can never fully capture. In addition, friends and family are playing a bigger role than ever. 63% of singles trust friend recommendations and 43.8% seek sibling advice on love.
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The research also revealed that Gen Z singles swipe past over 25 profiles weekly. 40% of relationships last between 1 and 3 months, and 72% last 6 months or less.
Food Is the New Secret Weapon
Mbali Kgosikoma, Knorr Senior Marketing Manager, said: “With #DateMyCookFriend, Knorr is championing singles by spotlighting cooking as the ultimate dating secret weapon. Sharing a homemade meal shows creativity, care, and individuality—traits that go far beyond a filtered profile picture. Our research proves highlighting your love of cooking can dramatically boost your chances of landing a date.”
The campaign also features South African influencers such as rapper Luna Florentino, actor Paballo Koza, cooking content creator Chanel from Cooking with Chanel, foodie creator Grace Mushavhela, and actor/musician Sishii from Netflix’s Love & Wine.
How to Join
Create a video introducing a single friend and their signature dish on TikTok or Instagram using @knorrflavour and #DateMyCookFriend. Knorr will help boost standout profiles. Fans can also attend farmers market events, refer friends, and see them connect over shared culinary passion.
With #DateMyCookFriend, Gen Z singles are proving that swapping swipes for real-life connections and a shared love of cooking might just be the recipe for modern romance.
