Gen Z perspectives: Chris Lee exits, memes return and Instagram goes long

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes.

This week, National Gallery Singapore’s Chris Lee exits after a decade, Firefox brings back meme royalty for an internet throwback, and Instagram makes a play to keep creators and audiences scrolling for longer.

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1. National Gallery Singapore's Chris Lee exits after 10 years

National Gallery Singapore (NGS) assistant chief executive Chris Lee will leave the museum in December to lead Medan Pasar Realty and Muara Arts, bringing his experience in marketing, digital transformation and audience development to a new arts and cultural destination in Kuala Lumpur.

He is expected to start his new role as CEO of Medan Pasar Realty and Muara Arts on 16 December 2026.

Read more here. 

2. Firefox brings back meme royalty for an internet throwback  

Firefox is tapping into early internet nostalgia in a new campaign that reunites some of the web's most recognisable viral personalities, as the browser looks to win back former users and make a case for a more open and personal internet.

The campaign brings together internet figures including Overly Attached Girlfriend, Dancing Matt, Annoying Orange and Numa Numa Guy, using their place in internet culture to contrast the web of the past with today's concerns around tracking, data collection and the growing presence of artificial intelligence (AI).

Read more here. 

3. Instagram is going long, but will audiences stick around?

For years, social media platforms have been racing to make videos shorter, snappier and harder to scroll past. Now, Instagram wants creators and audiences to stick around for much longer.

The platform is testing "Features", a new format that allows creators to upload videos of up to 90 minutes, giving them more room to tell longer stories to communities they have already built on Instagram. The move marks a notable shift after years of platforms aggressively chasing short-form video and puts Instagram more directly into YouTube's long-held territory.

Read more here. 

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