How TikTok reaches Gen Z in Japan with WTF hashtag challenges

At Spikes Asia, TikTok Japan shared three factors to boost the chances of any brand looking to attract young consumers via a hashtag challenge.

With the rise of social video on mobile, Norio Ichikawa, TikTok Japan’s creative director of the X Design Center outlined three new marketing drivers for a new generation of Gen Z consumers that brands must be mindful of.

The new marketing model – abbreviated as WTF – stands for ‘Wish’, ‘Try’ and ‘Fun’, three factors that emerged from TikTok’s research on the Gen Z audience and can be applied to the use of hashtag challenges.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands