Waiting in his phone is exactly one eligible bachelorette. Our lonely graphic designer is dating in Bangkok — the Big . And so is mobile data use, which is expected to grow more than eightfold from 2013 to 2019.

In this corner of the world, courtship has a particular set of rules. Right now only a smattering of companies are targeting Southeast Asia’s dating pool, which will reach 420 million by 2025.

Looking at the data, Tinder, with its more freewheeling nature, boasts 9 billion matches to date.

Noonswoon, by comparison, has only 40,000 matches per month, and its one-match-a-day model is a near copy of Coffee Meets Bagel, a San Francisco–based dating app that recently launched in Hong Kong and Singapore.

Compare that with the 2,500 dating companies squabbling over the 124.6 million single adults in the United States.

Conservative mobile dating apps like Noonswoon in Thailand, Paktor in Singapore, Mat & Minah in Malaysia and Peekawoo in the Philippines are swooping in to serve the region’s signature style of romance — for one thing, it’s customary for women to “play hard to get” for years — and to offer customized versions for the Muslim and Buddhist heartlands of Southeast Asia.

So, like single people the world over, he picks up his i Phone.

But he’s not about to swipe right or left — à la Tinder — on a couple of hundred comely strangers. We’re not in the Big Apple, San Francisco, Austin or Chicago.Top-dog dating apps in the market, like Tinder, aren’t “quite fit for the Asian culture,” Asavanant explains, and common features like the swipe-to-connect method, which Tinder pioneered, don’t sit well with his subscribers, who reject the “aggressive and too-forward” approach.“This is not how you do things in this part of the world,” he adds.But we might focus on, say, the need for excellent translation or the right kind of keyboard or emojis.With dating apps, you’re also talking about building in morals. Some might argue that the dating apocalypse is well under way and that romance in the age of the app is moot.So while Juay says people in the West are “generally more open,” she adds, “We Asians have stricter requirements.”It’s a fascinating reminder that all technology has a human side.