Trends come and go, but in 2024, a few unique phenomena stuck around to shape Singapore’s retail landscape. Meltwater, the global leader in media, social, and consumer intelligence, tracked these cultural waves through its cutting-edge online and social listening platform, analysing billions of data points to uncover the microtrends that truly resonated with consumers.
From a viral baby pygmy hippo to a furry cult collectible, these microtrends have played a part in redefining consumer behavior and illustrated the evolving relationship between culture and commerce. Let’s dive into the top microtrends that defined 2024 in Singapore – and what they reveal about the year ahead.
- Labubu: The furry monster with a monumental impact
Labubu, the iconic furry Pop Mart doll, was unquestionably the biggest microtrend of 2024. 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, igniting a worldwide craze. Locally, Meltwater’s analysis revealed 655 news mentions of Labubu, with retail brands across the spectrum racing to capitalise on the phenomenon.
For instance, Giant Tampines Hypermarket’s claw machines offered Labubu prizes to attract footfall. Local businesses in Singapore also innovated, providing unique services like eyelash extensions and braces for the dolls. This trend’s influence even extended to unique product offerings, from custom 24K gold Labubu jewellery to Labubu Ang Ku Kuehs. The trend’s meteoric rise prompted Pop Mart to take legal action against unauthorised Labubu merchandise, highlighting the cultural and commercial impact of this furry figurine.
- 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. In Singapore, the term garnered 534 news mentions, gaining traction as a digital trend but seeing limited physical-world retail translation. However, ‘demure’ remained a digital phenomenon as a means of trendjacking the buzzword.
Government agencies creatively 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 under the same theme. These playful interpretations demonstrated how even public sector organisations can tap into microtrends to connect with audiences in relatable ways.
- Brat: The buzzword redefining youth culture
July 2024 saw Singapore swept up in “brat fever,” with 930 local mentions recorded after Charli XCX’s album “Brat” debuted in June. By transforming “brat” from a pejorative term into a celebration of unapologetic confidence, Charli XCX struck a chord with global audiences. The cultural shift was cemented when Collins Dictionary crowned “brat” the Word of the Year 2024.
While youth-centric brands like Warner Music Singapore, Ritz Crackers, and Absolut Vodka capitalised on the trend through social media, Yeo’s—a heritage beverage brand—delivered the most unexpected twist. With its bold Brattea campaign, Yeo’s temporarily rebranded its First Harvest Green Tea into striking neon green packaging with low-resolution text.
To launch the limited-edition bottles, Yeo’s enlisted Gen Z influencers Dewy Choo, Leah, Kai Xiang, Ian Thio, and Jaedyn for surprise unboxing events across iconic youth hangouts like Haji Lane thrift stores, university campuses, Orchard Road, and Clarke Quay. The campaign proved that even legacy brands can resonate with younger audiences by embracing reinvention and meeting them where they are.
- 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, further amplified by a Saturday Night Live skit. In Singapore, Moo Deng garnered 416 news mentions in just two months, demonstrating the local appetite for viral sensations.
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 award-winning “H for Handwashing” initiative, blending virality with public health messaging. Meanwhile, Moo Deng-inspired merchandise—from plush toys to stationery—became a global sensation, turning her likeness into a profitable venture. This exemplifies the power of timing and creativity for brands that harness the momentum of viral trends.
“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,” said Mimrah Mahmood, Vice President, Enterprise (APAC) at Meltwater Asia-Pacific.
“At Meltwater, we empower businesses to not only identify emerging trends early, but to act with precision and purpose. Our social media intelligence tools provide the critical insights brands need to create impactful, timely campaigns that go beyond fleeting moments and foster lasting engagement. In a space saturated with fleeting microtrends, staying relevant requires more than speed—it demands strategy.”
For more insights into consumer conversations in APAC and how they impact the retail consumer, download Meltwater’s 2024 Consumer Insights: Retail in APAC report here.
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