In recent years, museums and cultural institutions have found creative ways to engage younger audiences by incorporating Gen Z memes and culture into their social media content. From viral TikTok campaigns to playful Instagram posts that focus on capitulating on pop culture, these institutions are tapping into the humor and language of Gen Z to make art and history more relatable.
One trend that gained major traction was the “Gen Z wrote our marketing script” campaign, where museums reimagined their exhibits using trendy, modern phrases. Others, like the Brat Summer movement, allowed for museums to enter the “popular discourse” and become hip and seemingly more connected to younger audiences. This article highlights various examples of museums across the globe using popular Gen Z slang, offering a fresh and funny perspective on their collections.
1. Slay
❓Meaning: To do something exceptionally well or impressively.
The Royal Armouries Museum in Leeds, England went viral with a TikTok video where a curator used the word "slay" to describe historical displays, particularly emphasizing how their exhibits "slayed" by giving off exceptional visual attitude, putting the focus on how some of the arms displayed in the museum actually “slay” in a literal sense, but can also “slay” due to their amazing aesthetical presentation. This lighthearted approach helped the museum reach millions of viewers.
2. Rizz
❓Meaning: Short for charisma or flirtatious charm.
The Vancouver Maritime Museum in Canada used the term "mad rizz" in a viral TikTok post, in order to describe their museum’s irresistible charm. The video, which gained immense popularity, shows Allan, a “boomer” staff accountant, reading off a Gen Z written script while showing the different areas of the museum. Rizz is only one of the plethora of words the video shows to great comedic delights. This playful use of slang helped them connect with younger audiences and put the Vancouver Maritime Museum on the map much more effectively than any other strategy would have done. (Daily Hive YVR)
3. No Cap
❓Meaning: Used to emphasize truthfulness, meaning "no lie."
The Overland Park Arboretum & Botanical Gardens in Kansas has adopted a playful tone in their TikTok videos, where terms like "no cap" have been used to emphasize the impressive nature of their exhibits and seasonal events. Some of their tropical plant installations have been described as “almost like the real deal, no cap”. This approach has helped them reach a younger, digital-savvy audience while promoting events like their Holiday Train Show.
4. Pop Off
❓Meaning: To perform very well or exceed expectations.
The National Museum of the Royal Navy in England recently showcased a humorous and creative interpretation of Gen Z slang by using the term "pop off, king" to describe Admiral Nelson's impressive naval attire, or "drip." In a lighthearted social media post, the museum's team explored how Nelson’s iconic naval uniform could be seen as "popping off" in today’s terms. The team's playful use of the slang term provided a fresh, relatable angle on one of Britain's most revered naval figures, offering both an educational and entertaining experience for visitors.
5. Left No Crumbs
❓Meaning: Performed flawlessly or did something perfectly.
The Cleveland Museum of Art recently had their main curator go viral for using the phrase "ate and left no crumbs" to describe the museum’s literal café offerings. In this fun social media post, the curator playfully applied this Gen Z slang, typically used to describe something done exceptionally well, to rave about the quality of the café’s meals.
6. Hits Different
❓Meaning: Used to describe something that stands out or feels special.
In a viral video that gained significant traction on social media, the Northumberland Zoo in England cleverly employed the phrase "hits different" to describe the unique experience visitors can expect when touring the zoo. This Gen Z slang, commonly used to convey that something stands out or feels special in comparison to the norm, was strategically integrated into their content to resonate with younger audiences. By using this modern language, the zoo not only showcased its exhibits in a hilarious tone, but also tapped into the cultural vernacular of TikTok and Instagram users, making the zoo experience feel fresh and engaging.
7. Very Cutesy, Very Demure
❓Meaning: A playful, ironic way to describe something that is overtly cute or dainty
In a recent viral video series, the Viking Museum in Stockholm jumped on the popular trend of using Gen Z slang to showcase their exhibits in a humorous, modern light. One standout moment involved an actor portraying an old Viking, where the museum ironically described him as "very cutesy, very demure." This playful use of language turned the stereotypically rugged and fierce Viking image on its head, casting the character as modest and dainty, in clear contrast to his historical depiction.
8. Chat, is this real?
❓Meaning: The phrase is derived from live-streaming platforms, where the streamer engages with their audience in real time. It is used humorously to express disbelief or astonishment, asking the audience or friends if something unexpected or surprising is actually happening.
The National Gallery of Singapore cleverly used the phrase "Chat, is this real?" in a viral video where one of their senior staff members walked through the museum, humorously showcasing their exhibits in a modern, light hearted way. The phrase was used to express playful disbelief and excitement about the stunning art pieces, turning what could be a formal setting into an engaging and funny experience for viewers.
💚 9: Brat Summer
❓Meaning: A little bit different from the other terms in this list, "Brat Summer" refers to a carefree, rebellious attitude that embraces being unapologetically messy, chaotic and authentic, generally associated with the summer of 2024. This trend, popularized by Charli XCX’s 2024 album Brat, celebrates individuality and fun while rejecting societal expectations.
The Brooklyn Museum, Saint Louis Art Museum and the Columbus Museum of Art were just some of the many museums around the US and the UK that embraced the "Brat Summer" aesthetic as part of their efforts to attract younger audiences and catch on this viral trend. In a bold rebranding campaign, the museums revamped their digital and physical spaces with bright lime green accents inspired by Charli XCX’s album cover. Both museums also created social media content showcasing their art collections through the lens of rebellion and uniqueness, describing some pieces as having "brat energy" for their unconventional and boundary pushing styles. This shift not only modernized the museum's appeal but also tapped into the Gen Z audience’s love for authenticity and individual expression, leading to a surge in social media engagement and visitors. This is just one of the most recent examples of museums jumping on hot trends to increase their popularity with great success.
As museums adapt to the ever evolving digital landscape, embracing Gen Z slang has become a creative way to connect with younger generations and ensure cultural spaces remain relevant, while also proving to be one of the most effective ways to become viral and attract a global audience.
Through humorous campaigns like “Gen Z wrote our museum’s script,” and the “Brat Summer” movement, institutions are not only making history and art accessible but also injecting fun into the learning experience. By integrating terms like "slay," "main character energy," and "no cap," these museums are proving that modern language can breathe new life into centuries-old collections, ultimately bridging the gap between tradition and contemporary culture.
For more insights on how museums can innovate and create meaningful visitor experiences, be sure to explore Cuseum’s extensive collection of resources. Visit Cuseum’s resources page for research, case studies, and tools designed to help cultural institutions thrive in the digital age.