A new reality dating show in Ethiopia, Latey: Looking for Love, has ignited conversations about the country’s traditional dating norms. The show, which aired on YouTube, mirrors popular Western formats like The Bachelor but has raised eyebrows in a conservative society where courtship is typically a private matter.
In Latey, 25-year-old content creator Bethel Getahun won the affection of 38-year-old Ethiopian-American insurance agent Messiah Hailemeskel, who grew up in Dallas. Ten women competed for his attention in various challenges, from boxing matches to TV ad creations. The finale drew more than 620,000 views, but opinions on the show have been divided.
Some critics argue that the dating competition undermines women, turning them into objects of desire rather than focusing on their individuality. Ethiopian vlogger Semere Kassaye, 41, expressed his concern, saying that dating in Ethiopia has traditionally been a private matter, and such shows are too “Western.” He also claimed the show reduced women to mere contestants vying for a man’s love.
Despite these criticisms, Bethel defends the show, emphasizing that it highlights diverse women from various backgrounds and struggles. She points to emotional moments, like the story of actress Vivian, who fled Eritrea to escape indefinite military conscription, as proof that the show goes beyond just romance to offer powerful personal stories.
Producer Metasebia Yoseph believes Latey has challenged societal norms without being hyper-sexualized. She sees the show as an opportunity to spark conversations about Ethiopian culture and whether it is evolving. Many viewers have applauded the show’s risk-taking approach, with one fan calling it “ground-breaking” for the reserved society.
The success of Latey has led to plans for a second season, possibly with a twist: a single woman could pick from 10 male contestants. As for Bethel and Messiah, their long-distance relationship has hit a roadblock, with Bethel unsure of where it will go. However, she remains close to her fellow contestants, who she calls her “sorority.”
Bethel believes that Latey has shifted how Ethiopian women are portrayed in media, showcasing a more authentic and diverse representation of women and their desires.