Ten women, one guy: The risk-taking dating show that stirred Ethiopia

Boy meets girl. Girl falls for boy. Girl battles love rivals. Boy finally confesses his love.

If you’re familiar with reality dating shows, you’ve seen this storyline play out countless times—in Love Island, Love is Blind, and The Bachelor. But in Ethiopia, this familiar tale has taken on a radical new form.

Latey: Looking for Love, a reality dating show based in Ethiopia, has broken all the rules in a country where courtship is traditionally a private affair. The show’s winner, content creator Bethel Getahun, won the heart of insurance agent Messiah Hailemeskel—but more than just a love story, Latey has sparked a nationwide conversation about modern relationships and cultural identity.

A Dating Show in a Conservative Culture

Modeled after The Bachelor—the word Latey even translates to “bachelor” or “bachelorette” in Amharic—the show featured ten women competing for the affection of 38-year-old Messiah, an Ethiopian-American living in Dallas. Challenges included boxing, basketball, and even creating a mattress commercial, à la The Apprentice.

Broadcast on YouTube, Latey was a bold move in a country where public displays of romance are rare and dating is usually handled discreetly. But for 25-year-old Bethel, winning wasn’t just a personal triumph—it was a cultural milestone.

“Winning felt surreal,” Bethel told the BBC Focus on Africa podcast. “It still feels like a badge of honor.”

Not everyone agreed.

A Clash Between Tradition and Modernity

Critics argue the show undermines Ethiopia’s cultural values. “The concept of a dating show is entirely a Western idea,” said Ethiopian vlogger Semere Kassaye, 41. “Dating in Ethiopia has always been private—something sacred and shared only when it’s serious.”

Some YouTube viewers echoed this sentiment. One wrote: “Ladies, you are not an object that someone with money can pick up.” Another asked: “If it goes against our culture, what’s the point?”

But Bethel insists the show is more than its premise. “Yes, it challenges tradition, but it also represents a diverse group of Ethiopian women—their struggles, their stories, their strength.”

Indeed, Latey gave its contestants more than just screen time—it gave them a voice.

Sisterhood, Struggles, and Stories That Moved a Nation

The women on Latey weren’t just rivals—they became a sisterhood. Viewers were introduced to women from all walks of life: hotel managers, flight attendants, accountants, and artists. Their personal journeys became a central part of the show’s emotional core.

One particularly poignant moment came from Vivian, an actress who fled neighboring Eritrea due to its indefinite military conscription. “I miss my mother so much,” she said through tears. She hadn’t seen her in five years.

Rahel, a model, shared how she dropped out of school to support her younger siblings. Other contestants opened up about grief, love, and resilience. These stories resonated deeply with audiences, highlighting the realities behind the romance.

According to Metasebia Yoseph, co-founder of production company D!nk TV, Latey was never just about winning a man’s heart. “The show sparked important dialogue,” she said. “It asked: What is our culture? Are we a monolith?”

Breaking Ground Without Breaking Boundaries

Despite the controversy, Latey avoided the hyper-sexualization seen in many Western dating shows. “We focused on the early, innocent stages of getting to know someone,” said Metasebia. “It’s about connection, not shock value.”

For many, the show was a breath of fresh air. One fan commented: “I love the risk-taking. Considering how reserved we are as a society, this is a groundbreaking moment.” Another wrote: “I never imagined watching The Bachelor in Ethiopia, but this is beautifully done.”

With over 620,000 views on its finale and strong feedback from fans, a second season is already in the works. This time, the roles may be reversed: a single woman choosing from ten male contestants.

A Love Story Ends, But a Legacy Begins

As for Bethel and Messiah? Their romance hasn’t stood the test of time—at least not yet. “It’s long distance. He’s in America with his son,” Bethel explained. “I don’t know where it’s going.”

But Bethel remains close with many of the contestants, whom she lovingly calls her “sorority.” She’s proud of what Latey achieved.

“It showed the romantic side of Ethiopia,” she said. “It’s a new way of seeing. A new way of showcasing women and how they express themselves.”

In a country steeped in tradition, Latey didn’t just look for love—it found a new voice for a generation.