Singapore’s cherished institutions have found a fresh way to engage with the younger crowd through clever Gen Z marketing strategies, leading to a dynamic shift in how they connect with audiences.

One standout example is a TikTok video from the National Gallery Singapore (NGS), featuring Clarence Yeo, a museum employee in his 60s. The video begins with him using popular Gen Z slang: “Hey, besties. Time to enter your artsy era.” As he tours the museum, Yeo continues to charm the audience with expressions like “the vibes are immaculate” while humorously dubbing famous artist Georgette Chen as the “queen of giving us the bombastic side eye.” This clever approach has resonated widely, with the video amassing 2.5 million views on TikTok shortly after its September 26 release and attracting even more eyeballs on Instagram.

According to Ms. Ling Ying Shing, NGS's assistant director of integrated marketing, the intergenerational humor has struck a chord broadly. While the campaign aimed primarily at Gen Z, it has received enthusiastic reactions from diverse age groups across the globe, aligning perfectly with their vision of making art accessible and engaging for everyone.

Behind this viral content is Ms. Amelia Loh, a bright 27-year-old social media content creator at NGS, who found herself conversing with visitors excited to snap photos with their new TikTok star, Mr. Yeo.

This trend is not limited to NGS alone; various government ministries and public institutions are joining in on the action. The Ministry of Manpower (MOM), Singapore Tourism Board (STB), and Mandai Wildlife Group are producing similar videos that humorously engage with the generational divide. Interviews with these organizations show that the strategy has led to hundreds of thousands of views and even millions for their most popular posts.

STB’s director of marketing activation, Ms. Georgina Koh, noted that adapting to social media trends while staying true to their mission could create organic engagement opportunities that enhance their reach.

Recently, a 62-year-old tour guide featured in a STB video adeptly navigated Gen Z linguistics, creatively highlighting local trades and describing the ambiance of a coffee factory using charming phrases that resonate with younger audiences. Meanwhile, content from the Mandai Wildlife Group also aims to demystify Gen Z slang, creating awareness about wildlife parks through relatable humor.

Moreover, MOM is showing momentum on TikTok with impressive view counts, despite its account being launched just a few months ago. Their videos employ trendy phrases like “main character energy” to discuss flexible work arrangements while touching on various workplace topics in a light-hearted manner to build relatability.

These efforts have struck a positive note among Gen Z, with many expressing that such approaches make traditional institutions feel more approachable and relevant. Nanyang Technological University student Alicia Sim shared her excitement over the marketing tactics saying, “It feels fresh, it’s giving authenticity,” which resonates with her generation’s desire for engaging communication.

Experts note that these intergenerational marketing strategies help mitigate the “OK boomer” sentiment that tends to mock older generations for their lack of understanding of modern dynamics. Assistant Professor Jisu Kim pointed out that this innovative exchange portrays a friendly, welcoming atmosphere and changes the narrative surrounding younger generations.

What’s more, this advertising technique is also economical, allowing institutions to leverage existing trends rather than spending on influencers.

But experts caution against straying too far from a consistent social media strategy as trend-jacking can potentially lead to backlash if not executed thoughtfully.

For now, Clarence Yeo revels in his unexpected fame, remarking that while Gen Z slang can be bewildering, he finds the experience rewarding. When visitors recognize him from the viral video, he humorously responds with “no cap,” a testament to his youthful engagement with the content.

This new approach not only creates a stronger connection between institutions and Gen Z but also reshapes the landscape of how public entities communicate with the next generation—proving that a sprinkle of creativity and humor can indeed breathe new life into time-honored traditions!