"Sick of seeing the same profiles over and over..."
Manj Bahra has sparked conversation online after claiming South Asian dating is entering a new and unexpected phase.
Based in London, Bahra is a neuroscience-informed dating coach and founder of NOVA, a matchmaking service for South Asian professionals.
He has spent between five and seven years coaching clients before launching NOVA following repeated requests for curated introductions rather than apps or social events.
His work focuses on South Asian millennials and Gen Z navigating professional ambition, Western dating culture and traditional family expectations in the UK.
In a recent video shared on TikTok, Bahra highlighted what he described as the most significant trend he has seen in years.
He said, “This is the biggest trend I’m seeing in South Asian dating right now. And it might just surprise you.”
Bahra then revealed a notable shift in preferences among his clients and the wider community.
He explained: “More South Asians are wanting to date non-South Asians. I’m hearing this every single day, and the same reasons keep coming up.”
According to Bahra, many daters feel fatigued by repetitive experiences within the South Asian dating pool.
He said people are “sick of seeing the same profiles over and over” on apps, often encountering individuals they have already matched with unsuccessfully.
He added that many are also running into the same people at social events, limiting opportunities for new connections.
@manj.bahra Am I imagining this? #dating ? original sound – Manj Bahra
Another major factor is frustration with outdated cultural expectations and what Bahra described as “dysfunctional dating dynamics” that no longer resonate with younger generations.
He emphasised the scale of the shift, stating he had “never seen a shift like this” throughout his career as a dating coach.
Despite acknowledging the reasons behind the trend, Bahra invited discussion among viewers about whether this reflects a lasting change or a temporary reaction.
The video quickly gained traction, with many South Asians sharing their own perspectives in the comments section.
Some users agreed with the sentiment, pointing to wider issues within modern dating culture beyond just the South Asian community.
One viewer wrote that dating apps feel like an “epidemic”, arguing that too much choice has made finding meaningful connections increasingly difficult.
Another commenter suggested opting out entirely, saying their dating strategy is to “stay single for peace and one’s own happiness”.
Others expressed stronger views, with one user stating they are South Asian but would consider it a “nightmare” to end up with another South Asian partner.
The responses highlight a complex and evolving landscape where identity, culture and personal compatibility are being reassessed by younger generations.
Bahra’s observations suggest that South Asian dating in the UK is not just changing, but being actively redefined by those navigating it.
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