What your Gen Z teammates have been talking about during lunch

This guide is for colleagues who have been wondering what the “labubu” is, why everyone is saying they are “demure”, and how to spot a “Moo Deng”.

In putting together the report on The Top Microtrends in Singapore in 2024, Meltwater has managed to identify a few unique cultural phenomena that made it to the general public’s conversations, and treaded the line between consumer behaviour and commerce.

From a viral baby pygmy hippo to a furry cult collectible, here’s what everyone in the office has been talking about recently.

Labubu: The furry figurine with a monumental impact

Labubu was unquestionably the biggest microtrend of 2024. A furry Pop Mart doll, its popularity soared after Blackpink’s Lisa posted an Instagram story in April featuring her with a Labubu plush toy and a Labubu bag charm.

Meltwater’s analysis revealed 655 news mentions of Labubu. For instance, Giant Tampines Hypermarket’s claw machines offered Labubu prizes to attract footfall. This trend’s influence even extended to unique product offerings, from custom 24K gold Labubu jewellery to Labubu Ang Ku Kuehs.

Demure: The digital buzzword with cultural clout

Viral on TikTok and named Word of the Year by Dictionary.com, ‘demure’ entered the global lexicon in August 2024 thanks to TikTok creator Jools Lebron. Traditionally used to describe a woman who is quiet, reserved, or modest, Lebron redefined “demure” and “mindful” to refer to a refined, subtle elegance in various contexts—whether at work, on a plane, or in personal appearance.

Government agencies in Singapore leveraged the trend’s exaggerated etiquette humour to drive engagement. The National Environment Agency, for instance, encouraged Singaporeans to adopt “demure” behaviour by bringing reusable bags, while the Agency for Integrated Care highlighted ageing gracefully.

Brat: The buzzword redefining youth culture

Charli XCX’s album “Brat” debuted in June, and it transformed the word “brat” from a pejorative term into a celebration of unapologetic confidence. The cultural shift was cemented when Collins Dictionary crowned “brat” the Word of the Year 2024.

This thread on Reddit noted that the singer’s lurid green album cover has become a key part of the meme in itself. To add more context: “Charli XCX described the brat attitude as: “you’re that girl who is a bit messy and loves to party and maybe says dumb things sometimes. She’s honest, blunt and a little bit volatile.

“So it’s basically being messy in a somewhat cultivated way.”

While youth-centric brands like Warner Music Singapore, Ritz Crackers, and Absolut Vodka capitalised on the trend through social media, Yeo’s Brattea campaign saw a temporary rebranding of its First Harvest Green Tea into striking neon green packaging with low-resolution text.

Moo Deng: The baby hippo who conquered the world

No conversation about 2024’s cultural phenomena is complete without mentioning Moo Deng, the baby pygmy hippo from Thailand, whose glossy, plump appearance captured hearts worldwide. After an X post went viral in September, Moo Deng achieved a staggering 205,000 global mentions on 28 September alone.

While the name “Moo Deng” actually refers to a Thai dish roughly translated as “bouncy pork”, the baby hippo’s Instagram profile clarifies “she’s not a pork but an icon”.

Moo Deng’s fame extended far beyond internet stardom, offering brands across industries a creative playground. Sephora Thailand launched its whimsical “Wear Your Blush Like a Baby Hippo” campaign, sparking a Moo Deng-inspired makeup trend, while Lifebuoy partnered with the hippo for its “H for Handwashing” initiative, blending virality with public health messaging.

On the findings identified in the report, Mimrah Mahmood, Vice President, Enterprise (APAC) at Meltwater Asia-Pacific, said: “Timing and authenticity are everything. Today, trends move rapidly and can go from viral to forgotten in a matter of days. While being a first-mover can give brands a competitive edge, success ultimately hinges on aligning with trends in a way that feels authentic and resonates with audiences.”

GIFs / GIPHY
Lead image / Moo Deng’s Instagram