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...