These are the top microtrends that caused buzz in SG in 2024

Social media has revolutionised the way we communicate, connect, and consume information. Over the years, platforms such as Facebook, Instagram, Twitter, and TikTok have not only transformed personal interactions but also reshaped the landscape of marketing and business.

According to We Are Social's Digital 2024 report, there are over 5.04 billion global social media users as of 2024. The social media user identities figure has increased by 5.6% over the previous year, with 266 million new users starting to use social media for the first time over the course of 2023.

Closer to home markets such as Singapore, citizens spend an average of two hours and 14 minutes on social media platforms, according to Meltwater. On top of that, the variety of platforms is rather remarkable; Singaporeans use around seven social network platforms each month on average, spreading this relatively short amount of time to serve multiple facets of daily life, from staying connected with acquaintances, being familiar with the latest news, and keeping up with the latest trends online.

These statistics highlight the dynamic nature of social media and its far-reaching effects on users and businesses alike. As platforms continue to evolve, staying abreast of these trends is crucial for marketers aiming to leverage social media's full potential. With that in mind, media monitoring company Meltwater has unveiled Singapore's top microtrends in 2024 that redefined consumer behaviour. 

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1. Labubu

The furry Pop Mart doll made waves in 2024 and was undoubtedly the biggest microtrend of the year. It first gained popularity after Blackpink’s Lisa posted an Instagram story in April featuring her with a Labubu plush toy and a Labubu bag charm. 

According to Meltwater, there were 655 news mentions of the adorable monster in Singapore, prompting retail brands to hop on the trend. Giant Tampines Hypermarket’s claw machines offered Labubu prizes to attract footfall. Local businesses in Singapore also innovated, providing unique services such as eyelash extensions and braces for the dolls.

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.

2. 'Demure' 

Named 'word of the year' by Dictionary.com, 'demure' made its way into the digital world in August last year thanks to TikTok creator Jools Lebron. Locally, the term received 534 news mentions, gaining traction and transforming into a digital phenomenon for brands to trendjack. 

Government agencies creatively leveraged the trend’s exaggerated humour to drive engagement. The National Environment Agency (NEA) encouraged Singaporeans to adopt “demure” behaviour by bringing reusable bags, while the Agency for Integrated Care (AIC) highlighted ageing gracefully under the same theme.

3. 'Brat'

"Brat fever" cleverly infected Singaporeans in July last year with 930 local mentions recorded after Charli XCX’s album “Brat” debuted in June. By transforming “brat” from a belittling term into a celebration of unapologetic confidence, Charli XCX struck a chord with audiences worldwide. The cultural shift was affirmed when Collins Dictionary crowned “brat” the "word of the year" in 2024.

While brands such as Warner Music Singapore, Ritz Crackers, and Absolut Vodka capitalised on the trend through social media, beverage brand Yeo's launched the most unexpected twist.

Yeo's went rogue in August by stripping away its existing labelling on its First Harvest Green Tea packaging and redressing it in with a neon green shade and low-resolution text popularised the "Brat" album. 

"Most people don’t associate Yeo’s with green tea. So, it might come as a surprise that Yeo’s, known for its authentic flavors like the signature chrysanthemum tea and soy milk drinks, produces the highest quality green tea made from first harvest tea leaf buds- richer in antioxidants than any other variants on the market," said Yeo's in a statement.

To get the word out and increase awareness amongst a younger generation of consumers, Yeo’s decided to take a page from Charli XCX who started the now-viral ‘BRAT Summer Craze’ to launch Yeo’s limited edition brattea.

4. Moo Deng

Last but definitely not least, Moo Deng, the baby pygmy hippo from Thailand, captured the hearts of many worldwide with its glossy and plump appearance. After an X post went viral in September, Moo Deng achieved a staggering 205,000 global mentions on 28 September alone. Locally, Moo Deng garnered 416 news mentions in two months, highlighting the local appetite for viral sensations.

Moo Deng’s popularity extended far beyond internet stardom, offering brands across industries a creative avenue to market themselves. Sephora Thailand launched its “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.

“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 of enterprise (APAC) at Meltwater Asia-Pacific.

“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," he added. 

In conversations with MARKETING-INTERACTIVE, Mahmood noted the accelerated pace at which microtrends emerge and evolve.

"What sets 2024 apart is the increased interplay between online virality and real-world consumer behaviour, as evidenced by the surge in zoo visits and the proliferation of Labubu-inspired products. This underscores the critical need for brands to have real-time insights and agile strategies to capitalise on these fleeting yet impactful moments," he said. 

Additionally, Mahmood highlighted the importance for media professionals to have access to real-time, comprehensive data to inform their strategies and content creation.

"For media professionals, the challenge lies in not just keeping up with these rapid shifts, but in anticipating and strategically leveraging them. Brands that successfully align with these trends often see significant spikes in engagement and sales," he said. 

These weren't the only trends that got people talking in 2024. In November last year, Universal Pictures' highly-awaited film adaptation of musical Wicked dazzled audiences in theaters when it premiered. With that, certain brands were seen rushing to harness the movie’s magic in their own marketing strategies and were seizing the opportunity to trendjack, aligning their campaigns and products with the film's cultural buzz.

From social media posts to exclusive merchandise tie-ins, brands such as Crocs, foodpanda and Oreo were tapping into the Wicked phenomenon to engage fans, drive conversation, and showcase their creative chops.

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