At a glance

TikTok Japan’s X Design Center CD Norio Ichikawa shares a three ingredients for engaging with Gen Z consumers in the country. The Wish-Try-Fun (WTF) method outlines the key elements that must be incorporated in any brand attempts to launch a hashtag challenge on the social video sharing platform.

Why it matters

At the end of January 2019, TikTok officially announced its monthly active users (MAU) in Japan for the first time at 9.5 million users. According to the research conducted by Marketing Research Camp, 71.5% of Japanese teenagers have known TikTok since June 2018. Brands looking to engage with the youth segment must have a TikTok strategy.


  • Simplicity of the challenge, setting clear rules, creating room for creativity and incorporation of filters like brand filters and facial features as effects, help lower the barriers and expand the message.
  • Co-creation is key for driving participation and engagement. It’s about tapping these creators, harnessing their creativity and creating a movement.
  • Analysis by Kantar Milward Brown and Nielsen show that such campaigns result in 65.7% increase in ad recall, 40.1% increase in awareness, 26.6% increase in association, 25.1% increase in favourability and 14.4% in brand preference.