In a bold break from traditional dating customs, the Ethiopian reality show 'Latey: Looking for Love' has captured the attention of many viewers, accumulating over 620,000 views on YouTube. The show, inspired by popular American formats like 'The Bachelor,' invites ten women to vie for the affection of Messiah Hailemeskel, a 38-year-old Ethiopian-American based in Dallas.
Unlike typical dating shows seen globally, 'Latey' incorporates unique challenges such as boxing matches, basketball contests, and creative advertising tasks. According to the show's winner, 25-year-old Bethel Getahun, her victory feels surreal and carries a sense of pride, highlighting the varied backgrounds of the female contestants, which diverges from Ethiopia's traditionally private courtship practices.
Critics of the show, including Ethiopian vlogger Semere Kassaye, argue that the concept is Western and undermines the dignity of women by promoting them as objects to be chosen. Many viewers echoed similar sentiments, questioning the cultural integrity of the show's format. However, Bethel maintains that 'Latey' serves as a platform to express the diverse struggles women face in Ethiopia and allows their stories to be shared in a public forum.
The series has gained considerable traction for not just its entertaining premise but also its ability to address serious personal circumstances. Contestants like actress Vivian, who fled Eritrea to escape military conscription, and model Rahel, who has taken on multiple jobs to support her family, have touched viewers deeply.
Producer Metasebia Yoseph emphasizes that the show is not hyper-sexualized and invites audiences to engage in dialogue about what it means to be Ethiopian in a modern context. The positive reception has led D!nk TV to consider producing a second season, potentially reversing roles and having a woman choose from male contestants.
As for Bethel and Messiah, their romance faces challenges due to the distance, with Bethel expressing uncertainty about their future together. Nevertheless, she cherishes her connection with fellow contestants, dubbing them her “sorority.” Bethel is optimistic that 'Latey' could lead to improved representations of women in Ethiopian media, showcasing a new narrative of female empowerment and expression.
