alt Hacker NewsAndrew doesn't strike me as someone who does any marketing at all. He just wants to make the language he wants to use, and does it well.
Sometimes its just right time, right place. But also, Zig has received attention via projects like Ghostty, TigerBeetle, and Bun (prior to rewrite of course)
They have definitely done a lot of marketing through social media and forums like HN. There have been large numbers of posts here by Zig's developers for years, and a few releases of LLVM even mentioned Zig prominently in their release notes.