#brand-authenticity

#brand-authenticity

The world of Mahjong is experiencing a massive and fascinating resurgence. What was once seen as a quiet game for a specific generation has exploded into a full-blown cultural trend, embraced by a new, diverse, and highly engaged audience. From stylish twenty-somethings discovering the game's vintage aesthetic to passionate players organizing high-stakes tournaments, the Mahjong community is vibrant, dedicated, and growing fast.

The Mandai Wildlife Reserve, a tourist park in Singapore, posted a video late last year that became a viral hit: two of its millennial-age employees, wearing staff uniforms, described the park using Generation Z lingo. "Pop off, queen," one of them dryly intones. "Slay," says another. "We let our Gen Z intern write the marketing script," was the video's headline -- which quickly became a meme across social media, with dozens of brands offering their own spin.

In the basement of the conference hall, the working-group-turn-therapy session offered worksheets to attendees to find the venn diagram between what individuals enjoy and current industry needs. "You just sometimes have to pause and say, 'Am I going to be OK? Is this going to be alright?', Mirza said, adding that it was important to acknowledge that humans can do some things "better" than AI.

"The trend of using AI-generated videos for product testimonials might seem innovative, but it risks eroding trust in brand communication and authenticity, ultimately harming customers' perception."