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Meltwater reveals the top 2024 microtrends in Singapore

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SINGAPORE – In 2024, a handful of microtrends gripped Singapore and left an undeniable mark on culture and commerce. With its powerhouse social listening and consumer intelligence platform, Meltwater tracked billions of digital footprints to spotlight the quirks and phenomena that resonated with Singaporeans.

From a cuddly baby pygmy hippo that charmed the internet to a fuzzy figurine that sparked a collector frenzy, these microtrends revealed a lot more than fleeting virality—they offered a glimpse into how culture is shaping the way we shop, share, and engage.

Labubu: The furry monster with a monumental impact

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Thanks to Blackpink’s Lisa flaunting her Labubu accessories on Instagram in April, the fuzzy plush toys from Pop doll quickly became the must-have item of the year. Locally, Labubu sparked 655 media mentions, turning it into a social media darling and a retail goldmine.

From claw machine prizes at Giant Tampines to boutiques offering doll tailored services like eyelash extensions and braces, Singaporean businesses went all out to ride the Labubu wave. The trend even inspired bespoke creations like 24K gold Labubu jewellery. While Pop Mart scrambled to protect its IP amid knockoff merchandise, Labubu’s meteoric rise highlights its commercial and cultural impact.

Demure: The digital buzzword with cultural clout

TikTok users couldn’t get enough of the word “demure,” after Jools Lebron propelled it to virality and to Dictionary.com’s 2024 Word of the Year. Locally, the term made 534 headlines as Singaporeans embraced its charm. While “demure” didn’t translate much into physical retail, it became a social media staple, inspiring brands and agencies to put their own spin on the trend.

Government agencies creatively leveraged the trend’s exaggerated etiquette humor to drive engagement. The National Environment Agency, for instance, encouraged Singaporeans to adopt “demure” behavior 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 organizations can tap into microtrends to connect with audiences in relatable ways. 

Brat: The buzzword redefining youth culture

Singapore caught “brat fever” in July 2024, when Charli XCX redefined the term with her album, Brat in June. The cultural ripple effects were immediate, with 930 mentions in local media and brands rushing to ride the wave.

Youth-centric brands like Warner Music Singapore, Ritz Crackers and Absolute Vodka capitalized immediately on the trend through social media. One standout was Yeo’s, a heritage beverage brand that gave its First Harvest Green Tea a rebellious neon-green makeover for the limited-edition Brattea campaign. With plethora of Gen Z influencers (Dewy Choo, Leah, Kai Xiang, Ian Thio, and Jaedyn) leading surprise unboxings across hot spots like Haji Lane and Clarke Quay, Yeo’s proved that even legacy brands could stay relevant by breaking the mold.

Moo Deng: The baby hippo who conquered the world 

Last but not least, 2024’s breakout star was none other than Moo Deng, a baby pygmy hippo from Thailand. After a viral X post and a Saturday Night Live skit, this glossy, round bundle of joy captured the global imagination—including 416 local media mentions in Singapore.

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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