Samsung MY taps Gen Alpha slang to connect different generations this CNY

Samsung has attempted to rizz up Malaysians with its hip take on Chinese New Year (CNY) festivities. The electronics giant took to TikTok to unveil a humorous three-part series titled "Gen Alpha takeover", showcasing CNY norms from the perspective of a young child born between 2010 to 2024 through local TikTok influencers. 

The three-part series seemingly aims to bridge the gap between older generations and Gen Alpha this CNY by connecting audiences through engaging dialogue and shared traditions during the festive period. 

The first clip, titled "I love CNY but...", highlights the pestering questions that young adults usually receive from elders during CNY gatherings. Despite the video featuring an older gentleman, the voiceover of a young boy is played over the dialogue, highlight the "takeover" of Gen Alpha. 

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The older man attempts to use Gen Alpha slang during the video, however, he gets stopped by his young director, who confidently teaches him the correct pronunciation and meaning of each popular phrase such as "delulu" and "mewing". 

To tie it back to its products, the video features Bixby, a virtual assistant developed by Samsung that can perform a variety of tasks on Samsung devices including translating languages and playing music on command. 

"The rizzler", the second episode in the three-part series, discuss why CNY is the "GOAT" (greatest of all time), with another young director instructing an older gentleman on how to use popular Gen Alpha phrases such as "rizz" and "litty". 

The video highlights the perks of gathering with your family during the CNY period as cousins bond over video games. Samsung features Bixby yet again by showcasing the virtual assistant's ability to perform everyday tasks, such as closing the curtains, on command. 

The final episode of the series, "The selfie", features a woman teaching her elderly grandfather how to take a selfie like a Gen Alpha. Similar to the other episodes, a young girl's voice can be heard over the woman's dialogue. A young director also instructs the woman on how to behave more like a Gen Alpha, teaching her how to form a heart without looking "cringe". 

Bixby makes another appearance in the video, with the woman instructing the assistant to stop cleaning during CNY. Samsung also showcases the high-tech abilities of its phones by giving audience a glimpse of its "lit" erase function. 

A+M has reached out to Samsung Malaysia for more information. 

This isn't the first time Samsung has teamed up with the younger generation to showcase its products. In October last year, Samsung Singapore collaborated with Gen Z illustrators to bring a uniquely Singaporean flavour to the Galaxy Z Flip6 and Galaxy Z Fold6. 

The collaboration was part of the brand's "Samsung x You: Reimagine every moments" collection where it works with local artists and illustrators to bring Singapore-exclusive case designs to Galaxy users. 

To date, Samsung has worked with 28 illustrators, with over 45 designs developed over the last two years. This time, the collection features work from five local illustrators: Arissa Rashid, Faith Cheong, Jasmine Tan, Shana Wee and Tan Jia Min. 

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