These local brands hopped onto the Tube Girl trend and we are loving it

A new TikTok trend has taken the world by storm, or in this case by train. Titled 'Tube Girl', the trend began when content creator Sabrina Bahsoon, also known as ‘Tube Girl’, created a buzz on social media when she shared a TikTok video of herself dancing on the Tube, otherwise known as the London Underground, in August 2023.

Now, it has made its way to Asia, with many locals and brands jumping onto the trend and making it their own. With the trend picking up traction, MARKETING-INTERACTIVE decided to round up our favourite brand renditions of the Tube Girl trend below. 

1. Carousell

Bringing its own unique take on the trend, Carousell turned the tables by featuring a secondhand product instead of a person doing the movement, highlighting the eCommerce nature of the app.

The video showcased different angles of the same product, attempting to follow the moves in the Tube Girl videos. "Not tube girl but Carousell girl,"  it wrote cheekily in the caption. 

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2. Goldlion

Apparel brand Goldlion took the opportunity of its 55th anniversary to jump on the trend as it announced its popcorn giveaway in honour of the occasion. 

The video showcased a Goldlion employee, doing the trend as he stood in front of a Goldlion store. Details regarding the free popcorn were listed in the caption, with three different locations and timings.

The employee was visibly shy while doing the trend, which perfectly encapsulates what the trend wants to promote through it, for people to feel comfortable and confident.

3. MAC Cosmetics SG 

Another brand that recently jumped onto the trend is makeup brand MAC Cosmetics SG. The make-up brand tapped on content creator, Alicia Chong to promote their Studio Radiance Serum-Powered Foundation pop-up.

The video documented the creator transitioning from doing the trend on the MRT to walking through the pop-up itself. It promoted the event by relating the idea of make-up to the confidence that the trend intends to bring to people. 

Details of the pop-up were then listed in the caption, with the new foundation being featured at the end of the short video. 

4. Ryde SG

Ride-hailing company Ryde SG decided to stay true to the trend and took the video whilst being in an MRT cabin. The video showed a person lip-syncing to the iconic Tube Girl song, with the words “Tube Girl No. MRT Boy Yes” splashed out on the video.

This witty take on the trend made the video more relatable for Singaporeans, and Ryde finished their video off with the caption “Don’t worry, I usually take rides”

5. Shopee

Shopee on the other hand, took the trend up a notch by jumping onto the hype of the recent F1 race in Singapore. Docked up in Shopee F1 merchandise, the brand advertised the collection with two different F1-inspired jackets.

The brand encouraged its consumers to cop their F1 fit in light of the race, tapping into the sentiment behind the trend and helping their consumers feel good in the F1 apparel.

6. Uniqlo

Uniqlo Singapore decided to make the trend work for them and posted one of their employees doing the ‘Tube Girl’ trend whilst walking through a Uniqlo store.

Captioned “When you can’t beat them, join them,” the brand encourages its customers to join a giveaway by filming themselves doing the ‘Tube Girl’ trend in any Uniqlo SG outlet.

According to Uniqlo, the top five video submissions with the most views will win SGD$100 Uniqlo app coupons.

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