BLOOMBERG - Jun 28 - To win over Asia, Tinder is reinventing itself. In South Korea, the app is trying to shed its reputation as a hookup app - instead, it's selling itself as a place to find new friends. In university towns, new billboards have emerged for Tinder: "New Year, New Friends, New You." The way young Koreans have traditionally found romantic partners is sogaeting, where a mutual friend sets two people up on a blind date, or meetings where groups of friends all hang out together and pair off. 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," said University of Michigan Professor Fred Feinberg, who has studied the marketing behind online dating apps. Match's foray into Asia stretches beyond South Korea. Match CEO Mandy Ginsberg is betting big on this corner of the world, spending more money on marketing in Korea, India and Japan than anywhere else in the world, despite the Asia Pacific region only pulling in 12% of Match's revenue last year. She said this would increase to 25% by 2023.