“By taking a humorous and lighthearted approach to our content, we hope MOM appears approachable and relatable while creating a strong connection with our audience,” says Ms Loh Su Hsing, the ministry’s director of communications and engagement.

These intergenerational TikTok videos have resonated with many Gen Z Singaporeans.

Ms Alicia Sim, 23, says: “Sometimes these household names give young people the impression of being serious and a bit scary. There is a new generation entering the workforce. Here we can say that well-established brands are trying to revitalize their images. It’s like, ‘Oh, brands are actually listening to us.’ It gives freshness and originality.”

A Nanyang Technological University undergraduate student interning at a public relations agency adds: “Slang is almost like a code. It breaks the ice. If you can understand my code, I’m more likely to trust you. I think younger audiences appreciate it more. It has a friendlier feel compared to a formal dump session. “It’s a two-way relationship.”

Digital marketing experts say the wholesome, intergenerational marketing meme has neutralized some of the perceived tension between generations embodied in the “OK Boomer” internet slogan of recent years. The condescending phrase, which implies that there is no use arguing with older people who don’t know what they’re talking about, is widely used to mock attitudes about older people.

Assistant Professor Jisu Kim, who teaches undergraduate Digital Communications and Integrated Media students at the Singapore Institute of Technology, describes this new, intergenerational exchange as an “inviting and friendly” dynamic where “Gen Z is writing the marketing script.” This contrasts with some online videos disparaging young adults as fragile “snowflakes” and countering “OK Boomer” accusations.

He says it’s also less costly for businesses and organizations to support TikTok memes.

“From a cost perspective, it is more effective to use ongoing trends compared to using influencers for social media strategies.”

However, he warns that trend-jacking, a popular digital marketing technique used to leverage the power of trending topics, events or hashtags on social media, can backfire.

“Using trends like the ‘too careful, too dignified’ meme solely to connect with Gen Z may not lead to consistency in organizations’ social media strategies,” he says, adding that different age groups have different expectations and needs online.

For now, NGS’s newest TikTok sensation, Mr Yeo, is enjoying his youth.

“Words I use regularly, like ‘burn’ and ‘cook,’ have a different meaning to me,” says the museum’s visitor experience ambassador. They were quite confusing and surprising because they had a different meaning for Generation Z. I still don’t know why something beautiful is called ‘fire’, but it’s interesting.

“I didn’t expect the video to go viral, but the response was positive and encouraging. Visitors’ requests to take photos with me were polite and respectful.”

Now when people ask him if he’s in NPP’s TikTok video, he says “the sky’s the limit.” This means “truly” or “no lies” in Gen Z language.