Is there someone else?

Congratulations on your relationship! Now, here's how to soft-launch it online without the cringey guessing games and sappy signalling

- Leena Lall

Millennials were just getting used to the term Situationship. Now they must contend with another Gen Z idea: The Soft Launch. No, it’s not related to gently sending up rockets. The term refers to the act of slowly, consciously, drip-feeding information about your new relationship on your socials, without giving away the story immediately.

The term dates back to the Dark Ages, aka 2020. It first showed up in a since-deleted tweet by actor Rachel Sennott, who'd spotted the trend. The term borrows from tech companies, which release new products — bugs and all – to a small audience before a formal roll-out. Here’s how to do it right.