The Culinary Revolution on TikTok: How Short Videos Are Reshaping Japan’s Food Culture Among Millennials

According to a recent consumer survey by Nikkei, Line and Instagram lead the social media usage rankings among young Japanese women, followed by Twitter (now known as X) and Facebook. Intriguingly, TikTok — a platform that debuted in Japan in 2017 — has quickly ascended to fifth place. What sets TikTok apart is its focus on short videos, initially dominated by dance clips synced to popular music. As the platform’s user demographic expanded, Japanese corporations and even local governments have started to establish official accounts. More recently, TikTok’s LIVE feature, allowing “tipping” from viewers, has further solidified the platform’s integration into the lives of young Japanese.

Beyond dancing, the content on TikTok has evolved to cater to millennial interests such as makeup, beauty, and now more than ever — food and cooking. Traditional cooking shows have largely been the purview of YouTube, often fronted by food experts or professional chefs and produced with high-end filming equipment. TikTok, however, with its casual, personal nature, has disrupted this model. The platform’s creators use its brevity to their advantage, cleverly crafting short stories or “mini-dramas” that show the cooking process in an unexpected yet engaging manner. Whether it’s a beverage…