The year 2025 presented a curious landscape across political, cultural, and spiritual spheres, profoundly influencing the digital world, particularly TikTok. This period saw a rise in quirky phenomena, from the widespread attachment of Labubu toys to bags and the engagement of 'Etsy witches' to the perplexing '6-7' utterance by Gen Alpha. This collective leaning towards the absurd and surreal underscored a global desire for shared meaning and connection, often manifested through nostalgia, childlike products, and niche 'if you know, you know' concepts. Brands adeptly navigated this environment, participating in online conversations and repurposing AI-generated content to foster engagement and drive sales on the rapidly expanding TikTok Shop, despite the platform facing regulatory challenges and a brief shutdown in the US.
The year 2025 marked a distinct shift from the micro-trends and 'vibes' that characterized previous years on TikTok. While 2023 and 2024 saw phenomena like 'girl math' and 'Brat' dominate, the trends of 2025 proved more elusive and diverse. The Hong Kong-based Pop Mart's toothy, fluffy monsters, known as Labubus, emerged as a major sensation. These toys garnered billions of views on TikTok through unboxing videos, collection showcases, and style integrations. This popularity can be attributed to a longing for nostalgia and comfort amidst global tensions and economic uncertainties, offering an affordable way for consumers to personalize their existing luxury items. Experts predict that the allure of 'blind-box' toys, which offer an element of surprise and an engaging unboxing experience, will continue to fuel similar trends in 2026, transforming them into collectible items akin to sneakers.
Beyond toys, 2025 introduced new forms of internet jargon and cultural phenomena. The phrase '6-7,' originating from a rap song and popularized by a YouTube creator's viral basketball video, became an unexplained mantra for Gen Alpha globally. This reflects a broader trend of 'brain rot' content on TikTok—surreal, often meaningless, or AI-generated material that, despite its lack of explicit meaning, drives high engagement by fostering an 'insider' joke among viewers. Brands like Ryanair and Rhode capitalized on this by creating their own 'brain rot' videos and AI-generated imagery, demonstrating the commercial potential of this unconventional content.
The comment section also transformed into a crucial arena for engagement in 2025. Luxury brands experienced a significant increase in comments on their videos, indicating a shift in consumer interaction. Gen Z, in particular, utilized comment sections for participation, product research, and even co-creation. Studies show that a substantial portion of Gen Z actively comments on brand posts after a positive purchase or uses comments to research products, highlighting the section's role as a vital touchpoint in the marketing funnel. Brands, including Prada, Sephora, and Elf Cosmetics, have successfully engaged with these comments, even collaborating with consumers to develop new products based on their feedback, thereby enhancing brand resonance and loyalty.
Spirituality and the occult also found a prominent place on TikTok in 2025. 'WitchTok,' encompassing psychics, tarot readers, and astrological advice, saw a massive boom, with millions of videos exploring these themes. Users jokingly engaged 'Etsy witches' for career and love advice and consulted celestial events like the #BloodMoon and #FullMoonVibes to interpret life events. This trend underscores a broader search for meaning and guidance in uncertain times, with TikTok serving as a communal space for exploring and sharing spiritual insights.
Furthermore, TikTok Shop achieved unprecedented success in 2025, particularly in the US and UK, driven by the increasing adoption of social commerce and live shopping. The platform's record-breaking sales on Black Friday and Cyber Monday, with substantial growth compared to the previous year, showcased its immense commercial power. The proliferation of shoppable videos and the significant growth in sales for brands of all sizes underscore TikTok's growing influence as a direct-to-consumer sales channel. The platform's ability to create viral products—such as K-beauty items, lip stains, and various jewelry pieces—further solidified its role as a trendsetter and a lucrative marketplace for brands to connect with diverse audiences and drive purchases.
The cultural and commercial shifts on TikTok in 2025 demonstrated the platform's dynamic nature and its expanding influence. From the rise of whimsical toys like Labubus to the enigmatic '6-7' trend, the platform fostered a unique blend of absurdity and connection. Brands successfully navigated this landscape, leveraging booming social commerce and engaging with active comment sections. The growing interest in spirituality and the emergence of viral product categories like K-beauty and jewelry further solidified TikTok's role as a leading force in shaping consumer trends and driving market growth, even as it navigated complex regulatory challenges. The year cemented TikTok's position not just as an entertainment app, but as a multifaceted platform where culture, commerce, and community converge.
