Demonstrating that it is so in the know and very updated about Singaporean popular culture, American streaming outfit Netflix posted a winning marketing video on its Facebook page on Wednesday night, March 22, using Yishun to promote its series, Stranger Things.

The 11-second video shows a Yishun MRT station sign that looks like it is set in the Upside Down, a gloomy, spore-filled parallel universe with "The Monster" a.k.a. Demogorgon from the sci-fi horror television series, accompanied with the caption, "Is Yishun cursed, simply unlucky or struck by something stranger?"

Yishun, a normal estate in Singapore, has been fabled to have stranger things happening in it.

The Upside Down has been described as:

The Upside Down is a dimension existing in parallel to the dimension inhabited by humans. The Upside Down contains the same locations and infrastructure, but it is much darker, colder and foggier; it is overgrown with ropy, root-like tendrils and webs of biological matter which cover practically every surface, with spores floating in the air. The Monster is native to this dimension.

Stranger Things is a 2016 eight-episode much-raved-about series that won over fans and critics. It will be returning for a second season on Halloween this year.

The localising of marketing and appropriating of popular Singapore culture has paid off with this Yishun reference.

Most comments in the post praised the video.

One comment said: "Wah don't like that lehhhhh".

Another said: "I'm an Yishuner and I feel offended by this post. /s".

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