TikTok Trends That Shook China This Year

If you think TikTok is just dance challenges and lip-syncs, think again—especially in China. Over the past year, TikTok trends have reshaped consumer behavior, launched million-dollar businesses overnight, and even influenced national pop culture. As a digital culture analyst who’s been tracking short-form video evolution since 2020, I’ve seen how these viral waves go far beyond entertainment.

This year, four major trends stood out—not just for their views, but for their real-world impact. Let’s break them down with actual data, not just hype.

1. The Rise of ‘Guochao’ (国潮) Fashion

‘Guochao,’ or 'China-chic,' blends traditional Chinese aesthetics with modern streetwear. Brands like Li-Ning and Bosideng leveraged TikTok to reach Gen Z, resulting in a 67% increase in domestic brand searches on e-commerce platforms (source: QuestMobile, 2023).

The secret? Authentic storytelling. One viral clip from Li-Ning showed artisans hand-stitching sneakers using Ming Dynasty techniques—racking up over 15 million likes.

2. Live-Stream Cooking Goes Hyperlocal

Forget Michelin stars—this year’s food stars are home cooks filming in village kitchens. Take “Sister Citrus,” a farmer from Hunan who gained fame by cooking with wild herbs. Her TikTok videos average 8 million views per post, and she now runs a successful seasoning line.

Why does this work? Because trust sells. According to a 2023 PwC China report, 68% of consumers say they’re more likely to buy food products endorsed by relatable creators vs. celebrities.

3. Rural Life Renaissance

After Li Ziqi’s temporary hiatus, many thought rural content was fading. But TikTok proved otherwise. Creators like “Little Rice Bowl” and “Old Man Tong” brought poetic simplicity back into focus—filming rice harvests, bamboo crafting, and seasonal festivals.

These videos aren’t just calming—they’re profitable. Douyin (China’s TikTok) reported that rural-themed livestreams generated over $2.1 billion in GMV in H1 2023 alone.

4. AI-Powered Influencers Take Center Stage

Baidu’s Du Xiaoman and Alibaba’s AI model Ling could pass as real influencers—with millions of followers and zero biological existence. These virtual hosts run 24/7 livestreams, answer customer queries, and promote products with eerie precision.

While still emerging, AI avatars reduced live-stream staffing costs by up to 60% for early adopters (McKinsey China, 2023). Expect this trend to explode in 2024.

What’s Next?

The message is clear: authenticity, cultural pride, and tech innovation are driving TikTok trends in China. Whether you're a marketer, creator, or casual observer, ignoring these shifts means missing the pulse of digital China.