Chapter 1: TikTok's Rise in Japan

A recent survey conducted by Nikkei reveals that among young Japanese women, Line and Instagram are the leading social media platforms, followed closely by Twitter (now referred to as X) and Facebook. Interestingly, TikTok, which made its debut in Japan in 2017, has rapidly climbed to the fifth position. The appeal of TikTok lies in its emphasis on short video formats, which initially featured dance routines paired with popular music. As the platform's audience broadened, Japanese businesses and local governments began creating official accounts. The introduction of TikTok's LIVE feature, which allows viewers to "tip" creators, has further entrenched the platform in the daily lives of young people in Japan.

This shift in content has expanded beyond dance, now encompassing interests like makeup, beauty, and particularly food and cooking. Traditional cooking shows have typically been dominated by platforms like YouTube, where culinary experts and chefs showcase their skills using high-quality production techniques. In contrast, TikTok's informal, personal style has disrupted this traditional approach. Creators leverage the platform's short format to weave engaging narratives or "mini-dramas," presenting cooking in a fresh and entertaining way. Whether featuring drinks, seasonings, kitchen tools, or camping cooking equipment, TikTok creators add an element of surprise that captivates viewers.

TikTok thrives on authenticity rather than polished production. Many cooking videos are filmed in ordinary kitchens, fostering a sense of relatability among viewers who think, "I can do that too!" Some creators even emphasize the sensory aspects of cooking, highlighting sounds like chopping and stirring, or the satisfying crack of an egg. One particular creator has gained viral fame by experimenting with various ingredients in a rice cooker, crafting dishes ranging from chestnut rice to savory stews, all seemingly thrown together yet incredibly delicious. His philosophy is simple: "all you need is a rice cooker."

A survey by Panasonic indicates that over 70% of 20-somethings in Japan view "cooking at home" as merely transferring store-bought meals to a plate or using a microwave. Some even consider boiling water for instant noodles as home cooking. This relaxed perspective on meal preparation may explain why TikTok's culinary offerings resonate so strongly with this demographic. For millennials who prioritize "time and cost efficiency," a meal that takes just seconds to "prepare" aligns perfectly with modern lifestyle expectations.

While TikTok's food content may appear random, it is strategically designed to engage its audience, utilizing the platform's unique narrative and thematic elements to drive interaction. This enables young viewers to envision themselves replicating these culinary feats, further strengthening their support for TikTok's food influencers.

As major food brands begin to acknowledge this trend, allocating significant resources toward advertising and collaborations on TikTok, it is clear that the platform is emerging as a powerful influence in shaping Japan's food culture. Its charm lies in its accessibility and the creativity of its creators, who transform everyday cooking into engaging, bite-sized content.

Indeed, TikTok is not merely another social media platform; it represents a culinary revolution in the hands of every young person in Japan, redefining the concept of "cooking" in the 21st century.

Section 1.1: The New Cooking Paradigm

TikTok's influence on cooking habits is reshaping perceptions of meal preparation among the younger generation.

Subsection 1.1.1: Embracing Simplicity

The trend of simplifying cooking has led to a preference for quick and easy meal solutions, reflecting a broader lifestyle change among young Japanese.

Chapter 2: The Influence of Creators