From Labubu to Moo Deng: The role of microtrends in retail success

Success in leveraging microtrends relies on two key factors.

The connection between culture and commerce in Singapore’s retail landscape was evident in 2024, with micro trends like Labubu, Demure, Brat, and Moo Deng shaping consumer behaviour.

Meltwater's report outlined how brands utilised microtrends, guiding strategies for 2025.

Labubu

The PopMart doll was the biggest microtend of 2024, according to Metlwater, with 655 news mentions in Singapore alone.

The Labubu fever saw Giant Tampines Hypermarket offering claw machine prizes, whilst some local businesses catered to fans with services like doll eyelash extensions and 24K gold Labubu jewellery.

The trend’s rapid growth pushed Pop Mart to act against counterfeit merchandise, showcasing its cultural significance.

Demure

Coined as Dictionary.com’s Word of the Year in 2024, ‘demure’ went viral on TikTok, sparking 534 mentions in Singapore media. Whilst its influence in physical retail was minimal, government bodies like the National Environment Agency adopted the trend to encourage reusable bags, showing how public sectors can connect with audiences using viral microtrends.

Brat

Charli XCX's "Brat" album was the talk of the town in Singapore come July 2024.  Local brands like Yeo’s capitalized on the "brat fever" with its bold Brattea campaign, rebranding its green tea to resonate with Gen Z audiences through vibrant packaging and influencer-driven activations.

Moodeng

Thailand’s baby pygmy hippo, Moo Deng, gained global fame in September 2024 with 205,000 mentions in one day and 416 news stories in Singapore. Campaigns like Sephora Thailand’s makeup trend and Lifebuoy’s award-winning “H for Handwashing” highlighted her viral impact, while Moo Deng-themed merchandise turned her into a global commercial success.

Being a first-mover in trends can provide brands with a competitive edge. However, Mimrah Mahmood, vice president, of Enterprise (APAC) at Meltwater Asia-Pacific, emphasised that success lies in aligning with trends authentically and resonating with audiences. “Timing and authenticity are everything," Mahmood added.