SINGAPORE – Some “it” items have captured the hearts of many young Singaporeans – red-light therapy devices, blind boxes, Onitsuka Tiger shoes, make-up products from Chinese brands and Dubai chocolate.
Here is a quick rundown of why these items are gaining traction.
Red-light therapy devices
These devices – which shine low-wavelength red light on the skin to reduce inflammation and wrinkles while tightening skin – have gained popularity among those seeking a smoother, clearer complexion.
They come in various forms, from large machines used in beauty salons to lamps, face masks and wands.
While the price for an anti-blemish LED (light-emitting diode) pen starts at $129 at physical retail stores, cheaper alternatives can be found online from as low as $7.90 for a mini red-light therapy lamp.
Although ageing skin is not a concern for most young people, acne is a problem they battle.
Red-light therapy devices come in various forms, ranging from large machines used in beauty salons to lamps, face masks and wands.PHOTO: RAYDEN LEE
For Ms Melody Koh, 19, TikTokers sharing the positive effects of red-light therapy devices caught her attention.
“I really wanted one as it kept popping up on my TikTok For You Page,” said the former Anderson Serangoon Junior College student.
“I ended up giving in to the temptation, so I bought a red-light therapy lamp a few weeks ago. I’ve been using it once a week and I think my skin looks slightly brighter.”
Blind boxes
The mystery packages containing surprise collectibles have been all the rage worldwide.
They are especially popular in China, where they make up the country’s largest toy segment, with a market value of around 9.7 billion yuan (S$1.8 billion), according to German data company Statista. This figure is projected to grow to more than 110 billion yuan by 2026.
Celebrities such as Blackpink’s Lisa have flaunted their love for these mystery boxes, helping to stir up a frenzy over blind boxes, which sell from $15.90 at Pop Mart stores in Singapore.
Young people can often be seen in Pop Mart shops squeezing and shaking boxes, trying to guess the character inside by its mass, shape and sound.
Some also stick tiny figurines found in blind boxes – such as a baby named sonny angel – on the top of their mobile phone cases.
Blind boxes at Pop Mart Ion Orchard. PHOTO: POP MART
NUS student Zhang Zi Han, 20, collects Labubu – a popular character in a collectible toy series – through blind boxes.
“It’s really cute, and I have an urge to buy it whenever I see it. It is a nice addition to my room when I put it on my shelf or decide to hang it on my bag as a keychain. It makes my bag more recognisable and colourful.”
She has spent almost $60 on blind boxes over the past two months.
But there are challenges to being a blind box collector. “It is always getting sold out in Pop Mart stores because too many people are buying it,” Ms Zhang said.
Onitsuka Tiger shoes
While the Japanese brand is not new, its popularity has spiked in recent years due to the resurgence of streetwear style, celebrity endorsements and brand collaborations.
Well-known faces such as model Bella Hadid and celebrity Addison Rae are often spotted wearing Onitsuka Tiger shoes, and the trend has caught on among young people.
Onitsuka Tiger shoes align with young people’s interest in vintage fashion and thrifting due to its retro design.PHOTO: ONITSUKA TIGER
The Onitsuka Tiger Mexico 66, priced at $190 in Singapore, is among the shoes captivating Gen Z in 2025.
For the Gen Z, Onitsuka Tiger shoes also align with their interest in vintage fashion and thrifting due to its retro design.
Hwa Chong Institution student Lim Kye Jie, 18, said: “Many people are buying Onitsuka Tiger shoes because they match a lot of clothes. I bought one pair because I like the coloured stripes, and they are very comfortable to wear.
“I think many Singaporeans who travel to Japan find out about its popularity there and decide to try it.”
Make-up from Chinese brands
Make-up brands popular on Douyin – the Chinese equivalent of TikTok – have started trending on TikTok as well. The looks popularised by those using these brands include glowy, translucent skin, glittery eyelids and a bright blush.
The hashtag #Douyinmakeup has 227,700 posts on TikTok so far. Adding on the hashtag #sgbeauty brings up many videos of young people here experimenting with the make-up.
The most popular brands here include the well-established Chinese cosmetic brands Judydoll and Flower Knows, which are easily found in Singapore.
The hashtag #Douyinmakeup has 227,700 posts on TikTok so far. PHOTO: ADRIELLE KOH
Those who spoke to The Straits Times loved the packaging of Flower Knows products and the trendy Judydoll products, which they said enhance Asian features.
Ms Chen Yu Rong, 19, a former student of Catholic Junior College, said: “Make-up products are trending right now, especially those from Judydoll.
“Their lip tints and blushes are very popular because the China make-up style – Douyin make-up – is very popular in Singapore… I have many friends who are buying Chinese make-up products.”
A fan of Judydoll products, Ms Chen said the pigmentation is strong and lasting. Over the past year, she has spent about $100 on the products, which she uses daily.
Dubai chocolate
Made from premium cocoa, pistachio cream and crispy Kataifi (thin strands of phyllo dough rolled in nuts and soaked in honey), the Dubai chocolate has been trending worldwide.
The trend began in 2023 when TikTok influencer Maria Vehera released a viral ASMR – or autonomous sensory meridian response – video of herself eating a bar of Dubai chocolate. The clip has garnered more than 56 million views and become one of the most talked about food trends on the internet.
In Singapore, supermarkets such as FairPrice and Cold Storage have stocked up on the nutty treat, while bakeries such as Baker’s Brew have integrated the flavour into their pastries.
The SGFR Store, founded by Gen Z Singaporean entrepreneur Mohamed Haikkel Firdaus, made waves on TikTok when it promoted the $59 viral Dubai chocolate bar, Can’t Get Knafeh Of It, racking up 1.6 million views.
The Dubai chocolate is made from premium cocoa, pistachio cream and crispy Kataifi (thin strands of phyllo dough rolled in nuts and soaked in honey).PHOTO: BERITA HARIAN
The chain store’s collaboration with other Singaporean influencers, such as Mr Luqmaan Hakiim – who has a following of 14,000 and 152,900 followers on Instagram and TikTok respectively – further popularised the bar.
Ms Nur Alya Nabilah Mohamad Nazrulhizat, 19, is among those who love the Dubai chocolate. She first learnt about it on TikTok when she came across videos of people biting into the chocolate.
“I was attracted to the pistachio that was overflowing from each bite,” said the former student of Victoria Junior College.
Since then, she has been buying it every three months, spending $19.90 each time.
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