Contents
Introduction
In the fast-paced world of social media, trends can emerge from the most unexpected places. Recently, a restaurant in Japan has taken TikTok by storm, igniting a viral frenzy on TikTok and spawning a whole new trend among Japanese Gen Z users. This phenomenon sheds light on the intriguing dynamics of Japanese consumer behavior and the allure of anonymity in the digital realm. Let’s delve into the phenomenon and explore the underlying reasons behind its meteoric rise.
The Viral Trend
The epicenter of this viral trend started at a restaurant located in a one of the business districts of Japan called Fufu Hanten. Although it’s an area where young people usually hangout at in Tokyo, this Chinese restaurant gained popularity among the younger generation and now has people lining up outside the restaurant even 30 minutes prior the opening time.
The viral trend lies from a simple yet captivating concept: diners capturing themselves from a bird’s-eye view as they indulge in a meal.
Fufu Hanten diners would put their phones on the baggage holder above their heads as they record themselves eating their meal. It would usually start with putting their hands together to say “itadakimasu!” and would simultaneously break their chopsticks at the same time. They’d also do cheers and share each dish and close the video by putting their hands together again for the “gochisousama deshita (thank you for the meal).”
The most viewed videos of this trend, as of writing, had gained 140.6k likes and 6899 bookmarks. Fufu Hanten was also awarded as 2nd place on Shibuya Trend Research under “What’s trending now?” category that is targeted among Japanese Gen Z’s.
This Fufu Hanten trend had become so viral amongst Japanese Gen Zs that even when not eating at the restaurant where the trend originated, TikTokers would still post their meal time following the same video format while tagging #フーフー飯店 (#FufuHanten).
Why Did This Trend Catch On?
The allure of this trend lies in its ability to cater to a prevailing societal inclination among Japanese youth: the reluctance to show their faces on social media platforms. When asked why they want to go to Fufu Hanten during an interview, one Japanese Gen Z said, “because I can take cute contents without having to show my face.”
Research supports this behavior as a study by the Hakuhodo Lifestyle Research Institute found that 21.7% of Gen Z respondents preferred profile photos where their faces were not visible, compared to 24.1% of Millennials who favored visible faces. The preference for anonymity is linked to feelings of embarrassment or a desire to maintain privacy while still engaging on social media.
Moreover, the bird’s-eye view format allows users to craft a specific atmosphere and aesthetic without featuring themselves prominently. This aligns with the Gen Z trend of curating their online presence carefully, focusing on the content rather than their personal image.
This trend not only reflects a heightened awareness of privacy but also speaks to deeper cultural values surrounding modesty, humility, and the cultivation of a distinct online persona.
Japanese Gen Z Trending Poses on SNS: Hiding Faces
The trend of hiding faces is not limited to TikTok meal videos. It extends to various aspects of social media behavior among Japanese Gen Z. On platforms like Instagram, users often post pictures that obscure their faces, using creative angles and props to maintain their privacy. “I hide my face due to heightened privacy consciousness,” said one Hakuhodo Lifestyle Research Institute respondent.
Some also commented that “I’m embarrassed to show photos that looks like I’m full of myself.” While others say they take pictures from behind since it’s easier to show the the view or create the atmosphere, to stand out less and focus more on the view.
A number of Japanese TikTokers also share tutorials how to take cute photos while hiding faces.
Conclusion
In the digital age, where social media blurs the lines between the virtual and real worlds, young people are navigating new ways to express themselves. The viral birds-eye-view dining videos from a restaurant encapsulate a unique blend of creativity, privacy, and social engagement that resonates with Generation Z. This trend underscores a psychological nuance among young people—they seek to stand out while maintaining a degree of anonymity.
For businesses and marketers aiming to connect with Gen Z, understanding these subtle yet significant preferences is key. Developing apps and services that cater to their desire for privacy, creativity, and social interaction could unlock new opportunities in the evolving digital landscape. As trends continue to emerge and evolve, staying attuned to the behaviors and preferences of younger generations will remain essential for capturing their attention and loyalty.
