Ten women, one man, and a daring love story that shakes up tradition. Latey: Looking for Love is the dating show no one has seen coming, but everyone can’t stop talking about it. With over 620,000 views on YouTube, the show has sparked national conversation, admiration, and controversy in equal measure.
In Latey, which means “bachelor” in Amharic, ten women competed for the affection of 38-year-old Ethiopian-American insurance agent Messiah Hailemeskel, who lives in Dallas. But this wasn’t just a romantic game. From boxing matches to business pitch challenges, these women weren’t playing by the rules because there were none.
Bethel Getahun, a 25-year-old content creator, emerged victorious in the end. For her, it wasn’t just about winning love. “It feels like a badge of honor,” she said, still soaking in the surreal feeling of being crowned the winner.
But while many cheered, others weren’t impressed. Critics like Ethiopian vlogger Semere Kassaye called the concept too Western and claimed it undermines traditional Ethiopian values, where dating is often kept private until serious. Some viewers echoed this online, questioning the idea of women competing for a man in public.
Bethel isn’t backing down. She sees Latey as a powerful platform for representation. “Each woman came with her own background, struggles, and dreams,” she said. “And that’s what hasn’t been shown in our media before.”
And she’s right. From Vivian, an Eritrean actress who hasn’t seen her mother in five years, to Rahel, a model supporting her family after dropping out of school, these women brought raw honesty, resilience, and sisterhood to the screen. They cried, laughed, fought, and supported one another. Latey was as much about womanhood as it was about romance.
Producer Metasebia Yoseph, co-founder of D!nkTV, said the show “rocked the boat” but not in a bad way. “It wasn’t hyper-sexualized. It’s about getting to know each other and asking, ‘What is our culture today?’” she said. “We’re not a monolith.”
The audience agrees. “This is a groundbreaking moment,” wrote one viewer. Another said, “I never imagined an Ethiopian version of The Bachelor, but this was done with class.”
After this hit season, the producers are already planning a second, with the roles reversed. Next time, it might be a single woman choosing from ten men. Now that’s a plot twist.
As for Bethel and Messiah? Things are uncertain, with Messiah back in the U.S., raising his son. But Bethel is content with the bond she formed with her fellow contestants. “We’re a sorority now,” she says proudly.
Latey didn’t just showcase love, it showcased courage, culture, and the future of Ethiopian media. “It’s a new way of expressing ourselves,” Bethel says. “It’s a new way of seeing.”Producer Metasebia Yoseph of D!nkTV says the show “rocked the boat” not through scandal but by pushing cultural reflection. “We’re not hyper-sexualizing dating. We’re just asking what does Ethiopian love look like in 2025?”.
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