Photo: Getty Images Save Story Save this story Save Story Save this story TikTok has turned songs into No. 1 hits, birthed micro-trends and cultural movements and created a shared lexicon of jingles, phrases and vignettes among its 1.2 billion users, 70 per cent of whom are Gen Z, according to the video platform.
Here, Vogue Business will share weekly trend insights using exclusive data from TikTok.
June As the 2026 Fifa World Cup kicks into gear, TikTok’s stream of soccer-adjacent content is spilling across feeds. Here’s a round-up of the World Cup trends that have swept the platform so far.
TikTok has become rife with Americans responding to the experiences of those flocking to the stateside to attend the games. There, tourists are discovering everything from ranch dressing and college football, to extreme weather conditions and songs like “Sweet Caroline” (just ask the German fans).
Creators are also posting content reacting to traditional American shopping experiences at Walmart, Target, Costco, and more. While trying — and ranking — these iconic American chains and regional staples, current content is blending travel, sport, and cultural discovery into a fresh TikTok moment. Whether it’s Aussie fans trying Chipotle, Scottish fans trying Dunkin, or Japanese fans experiencing chips and salsa for the first time.
Japanese soccer fans went viral for their good manners following the Japan v Netherlands game. A tradition that started in 1998, fans were spotted cleaning up post-game trash at Dallas Stadium. Japanese fans shared firsthand videos from the clean-up, while Fifa joined in with educational content promoting the practice as a cultural sign of respect and joint responsibility.
Curaçao quickly emerged as a fan-favorite storyline following its World Cup debut. Despite a 7-1 loss, fans rallied around the team after it scored its first World Cup goal, with viral videos celebrating the moment rather than the final result. Fans are excited to see first-time qualifiers, including Cape Verde and Uzbekistan, also make their Fifa debuts.
Will #OOTD ever fade from the internet? It’s not looking likely. With 70.7 million posts on TikTok, the hashtag is still serving its purpose for outfit inspiration tailored to seasons, events, aesthetics, and more.
Game 3 of the #NBA finals took place in New York’s Madison Square Garden on Monday night, closing to a tight run of San Antonio Spurs 115 – 111 New York Knicks. TikTok is flooded with coverage from the game, including the blue and orange Manhattan streets (and Empire State Building), celebrities seated courtside, and gameplay reactions.
After the unexpected drop of #Drake ’s three, full-length studio albums in May — Iceman, Habibti, and Maid of Honour — and the former’s place atop this week’s Billboard 200, TikTokers are dancing and lipsyncing to the Canadian artist’s latest tracks (there’s 43 to pick from).
Whether it’s #Sunglasses or a #SprayTan , the TikTok community are equipping themselves for the summer season and taking to the platform to send their vacation-ready tips, tricks, and packing hauls.
As summer gets into full swing, TikTok travel content is well on its way. One of the spotlight destinations? #Barcelona . Once again a fan favorite of European jetsetters, TikTokers are broadening their horizons beyond the usual rooftop bar recs and foodie diaries to highlight areas outside the city for a more evolved holiday itinerary, from Costa Brava to Sitges. Plus, content is only…