Breaking curfew, screaming and stalking: Here's why Singapore's youth are crazy about viral internet personalities

In another example, hundreds of fans chanted “kudasai” (“Please” in Japanese) when Devin Halbal, 26, better known as Kudasai Girl, visited Singapore in June.

Her rise to fame? She turned the Japanese word into a TikTok catchphrase, simply saying “kudasai” while parading around the world with a selfie stick.

One of them The most popular video has been viewed 20 million times and shows fans in South Korea rushing across an intersection to take a selfie with the viral wonder. Another video shows them shouting “kimchi “kudasai” with her.

It may seem like a small thing to some, but for Kenji, 25, who declined to give his full name and works in marketing, Ms. Halbal is a “liberating breath of fresh air.”

“I love what she represents… having confidence, living an openly free life and just being herself,” he said.

He added that he was a long-time fan who constantly left comments on Ms Halbal's TikTok videos, and he claimed that Ms Halbal had sent him a private message about her visit to Singapore. Receiving the message surprised him — after all, she has over 1.1 million followers on TikTok.

The Singaporean had come across Ms Halbal's content when it went viral sometime in 2022, after coining phrases like “let dolls be dolls,” which was his way of saying that people should be allowed to be true to themselves.

Such insider jokes and catchphrases make little sense to outsiders who lack proper context, but that is precisely part of the appeal of this new breed of “celebrities” because of the “IYKYK” (“If you know, you know”) factor.

And don't blame Gen Z. Media experts have noted that celebrities who are famous for obscure reasons have been around for a long time.

Remember the 2000s when Paris Hilton and the Kardashian family took over the entertainment industry? (and continues to do so)even if they were not known for any particular talents.

What has changed is the profile of these personalities and the way they gain popularity, observers say.

Natalie Pang, head of the department of communications and new media at the National University of Singapore (NUS), said these new internet sensations come from more diverse backgrounds and tend to be perceived by their audiences as relatable.

It's also easier today for people to become their fans, just by clicking the “follow” button.

“Back when these platforms weren’t available, people had to rely on traditional media sources, like reality TV shows like 'Keeping Up with the Kardashians,' and they were limited to what the media and these personalities were presenting and showing us,” Dr. Pang added.

So how does the new generation of internet personalities become famous?

Yao Jingxian, a lecturer and deputy director of the marketing programme at the Singapore University of Social Sciences (SUSS), said they achieve this by creating trends, creating something eye-catching and getting a little help from the algorithms of social media channels.

“Following early audience engagement, in the form of likes, comments or shares, algorithms can come into play,” Dr Yao explained.

“Social media platforms use algorithms, including mining potentially engaging content and matching viewers’ profiles, to deliver content to viewers.”

However, not everyone who goes viral necessarily becomes an internet phenomenon.

Dr Yao added that these content creators must capitalize on their viral success and continue to engage their audience to keep them captivated.

What adds to their appeal is their engagement with their fans, experts said, as social media facilitates interactions between fans through messages and comments, among others.

These internet personalities don't do it alone. When they amass large fan bases, there's often a management team or group of moderators at work behind the scenes.

Ms. Emily Ha, for example, is represented by United Talent Agency — a celebrity management company that also represents American musicians like Cardi B and Guns N' Roses, their website says.

HARMLESS ENTERTAINMENT OR DANGEROUS FANTASY?

What motivates fans to go to great lengths to meet these internet personalities in person, or even harass them in public?

NUS's Dr Pang said: “It's all about feeling part of something, whether it's a group, a movement or something authentic and aspirational.”

“In the case of Kudasai Girl, she comes across as a very genuine, engaging and positive person, and the way she interacts and engages with others through TikTok encourages people to come together.”