What Zig really does is make systems programming more accessible. Rust is great, but its guarantees of memory safety come with a learning curve that demands mastering lifetimes and generics and macros and a complex trait system. Zig is in that class of programming languages like C, C++, and Rust, and unlike Golang, C#, Java, Python, JS, etc that have built-in garbage collection.
The explicit control flow allows you as a developer to avoid some optimizations done in Rust (or common in 3rd party libraries) that can bloat binary sizes. This means there's no target too small for the language, including embedded systems. It also means it's a good choice if you want to create a system that maximizes performance by, for example, preventing heap allocations altogether.
The built-in C/C++ compiler and language features for interacting with C code easily also ensures that devs have access to a mature ecosystem despite the language being young.
My experience with Zig so far has been pleasurable. The main downside to the language has been the churn between minor versions (language is still pre-1.0 so makes perfect sense, but still). That being said, I like Zig's new approach to explicit async I/O that parallels how the language treats Allocators. It feels like the correct way to do it and allows developers again the flexibility to control how async and concurrency is handled (can choose single-threaded event loop or multi-threaded pool quite easily).