[New Client] Boo, a Global Dating App Based on MBTI Personality Types and Shared Interests

Boo is a U.S.-based global dating app that helps people find meaningful connections based on personality and shared interests. Unlike traditional dating apps that rely primarily on photos and short bios, Boo focuses on what users enjoy and who they are as individuals. The app has surpassed 50 million cumulative downloads worldwide, with 2.5 million monthly active users, and supports 104 languages, including Korean.

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More than a swipe-based dating app, Boo functions as a social network with dating features. Users can share posts, answer daily questions, and connect with like-minded people through interest-based communities called “Universes,” covering topics such as music, movies, gaming, anime, food, books, and sports. The app also offers personality profiles and compatibility insights based on a simple personality test, helping users understand not only who they are compatible with, but also why. Beyond romantic relationships, Boo helps users build new friendships, while its in-app event features encourage connections made online to develop into real-life interactions.

With a mission to “make dating apps work for everyone again,” Boo is led by co-founder and CEO Derek Lee and operated by Boo Enterprises, Inc. The company officially launched its service in South Korea in October 2026. Boo sees Korea as a promising market for its personality- and interest-based approach to connecting people, particularly given the country's strong cultural interest in MBTI, compatibility, and saju, a traditional Korean form of fortune-telling based on birth information.

As Boo's PR partner, NPR will share a wide range of stories with the Korean media, from the app's official launch and distinctive features to data-driven insights into the personality traits and interests Korean users value most, as well as the shared qualities that help turn connections into meaningful relationships.

Beyond raising awareness of the app itself, NPR will develop strategic communications to help Boo's fresh approach to building relationships resonate naturally with Korean audiences.