In 2024, we were very demure, reveled in brat summer, and adored a cheeky pygmy hippo, all while supporting businesses of all sizes that have contributed to the local economy. Throughout the year, millions of Singaporeans continue to be part of a billion-strong global community to discover new ideas, share passions, and inspire change. From record-breaking artists to reimagined recipes, best-sellers, and bustling businesses of all sizes, we found joy in learning, laughing, and connecting with one another. Let's revisit the year's most memorable trends, creators, and all the moments that became movements. Because on TikTok, a little bit of creativity can spark a lot of impact.

"Throughout 2024, TikTok continued to redefine how we discover, create, and connect through the shared language of video. From small businesses launching global brands to creators and artists at the forefront of cultural movements, TikTok is a catalyst for economic growth, cultural trends, and social impact. We celebrate our global community who have inspired and entertained us this year, as we remain committed to nurturing a positive and inclusive environment where everyone can bring joy, have a unique voice, and a chance to shine," said James Stafford, Global Head of Content, TikTok.

"We're excited to see how TikTok continues to empower Singapore's vibrant community of creators, businesses, and users. This year, the platform has been a space for local voices to share their creativity, connect with others, and make an impact globally. From supporting small businesses to sparking cultural movements, TikTok remains a catalyst for growth and inspiration. We look forward to seeing how our community will continue to innovate and inspire in 2025," said Doreen Tan, Southeast Asia Creator Content Operations Lead.


@tiktoksg see how you made an impact in 2024? very mindful, very demure #YearOnTikTok ♬ original sound - TikTok Singapore


Thriving on TikTok

On TikTok, brands and businesses thrive by embracing authenticity and connecting with their global community. This year, we’ve seen entrepreneurs reimagine e-commerce on TikTok Shop, seamlessly blending content, product discovery, and purchase into a truly unique discovery shopping experience. In Singapore, we saw a more than 50% increase in the number of shoppers who've bought through livestreams compared to Q1 of this year.

This past year, here are some of the creators, brands and products that captured hearts and carts:

  • @emobsessed: Where beauty meets authenticity—Emobsessed empowers viewers with clean products, real advice, and great deals
  • @baldbodhi: Baldbodhi is your go-to guy for unbeatable deals, wild giveaways, and all the laughs you didn’t know you needed!
  • @carrislabelle: By merging global trends with local style, carrislabelle brings fashion-forward pieces straight to your wardrobe
  • @charleskeith_sg: As Singaporean's go-to fashion destination, Charles & Keith mixes styling tips, product highlights, and trendy fashion inspiration to keep your wardrobe fresh and on point!
  • @kironascent: Transforming spaces into sanctuaries, Kirona Scent is the brand for those seeking a blissful escape through luxurious aromas
  • @kkcheese_singapore: With a cheesy snack that makes every moment better, KK Cheese satisfies everyone's cravings with fun and lively content that brings flavour and excitement to your feed.
  • @aftershockpc: By showcasing epic custom PC builds, exclusive deals, and the latest tech innovations, Aftershock PCs are a must-have for gamers looking to level up their game


From moments to movements

In 2024, TikTok community cemented its role as the cultural epicenter of the internet. The platform continues to inspire creativity and community, giving rise to trending moments that transcend borders and generations. From catchphrases to remixes and iconic dances, these are the moments that made their mark as movements that shaped pop culture this year—shaping language, entertainment, and global conversations.

From the catchy phrase "very demure, very mindful" popularized by Jools Lebron to Kelley Heyer's iconic Apple dance inspired by Charli xcx's "Brat Summer", TikTok has fueled countless trends that are now in our cultural lexicon. Jools Lebron's #demure trend not only coined a new phrase but also empowered self-expression and influenced various trends, having been named 2024's Word of the Year by Dictionary.com. Meanwhile, Brat, Collins Dictionary's Word of the Year 2024, is a cultural moniker newly defined as 'characterized by a confident, independent, and hedonistic attitude'. The "Man in Finance" meme by Megan Boni sparked important conversations about dating expectations, gender roles, and the allure of the finance world, propelling her to internet fame and launching her music career.

Beyond trends created by humans, TikTok has also brought attention to cute creatures from the animal kingdom. Moo Deng, the adorable pygmy hippo from Thailand, and Pesto, an oversized King Penguin from Australia, along with the other Knights of the Rotund Table, have captured the hearts of the internet the world over. This year, their popularity transcended borders, not only connecting people with a shared love of animals but also sparking conversations around their welfare and preservation.

TikTok also had a profound impact on the culinary landscape, elevating dishes to global sensations. From the humble baked potato, reimagined by The Spud Brothers in the UK, to the decadent Dubai chocolate bar by Fix Dessert Chocolatier that have earned rave reviews from foodies around the world, TikTok has transformed the way we enjoy and share food. Logan Moffitt's cucumber salad, first created in Canada, is a testament of the platform's unparalleled ability to turn simple recipes into cultural sensations, inspiring countless new variations, driving demand for specific products, and causing a cucumber shortage in some grocery stores.

In Singapore, these moments were ones to remember:

  • @mandaiwildlifereserve: Nailed the 'Gen Z intern' trend, connecting with younger audiences while showcasing the magic of wildlife and nature experiences at Mandai.
  • @namyangsg: Fusing traditional moves with bold, modern energy, Namyang Troupe is roaring into the spotlight, redefining lion dance for the new generation
  • @orchardroadfashion: Brought Singapore’s shopping district to life, spotlighting trendy looks adorned by local fashion mavens
  • @esyfilms: Took viewers on a refreshing, aesthetic journey through traditional Korean dishes, offering the perfect culinary escape to beat the heat
  • @caitofalltraits: Kept it real with relatable language and pronunciation tips, helping Singaporeans master their speech with a fun and engaging approach.
  • @vivsbeautynotes: Tapped into the K-Drama craze, blending beauty tips with pop culture as she shared stunning looks inspired by Netflix's Queen of Tears.
  • @sleepyreggy: 'The cutest pair' became the soundtrack for unrequited love this year.


Empowering educational creators, communities, and institutions

2024 marked a transformative year for educational communities tapping into TikTok. Museums reached millions, science communicators found a platform to share complex topics, and teachers creatively connected with students across the globe—boosting both their impact and their income. Communities such as #TeachersOfTikTok, which has inspired over 5.5M posts to date, and #LearnOnTikTok which has over 40.7M posts, create a strong sense of community among those learning something new on TikTok each day. With over 1.2 million posts created in the first 10 months of 2024, TikTok continues to be a powerful platform for authors, readers, and book enthusiasts to connect, share their passion, and discover new favorites.

Established cultural institutions embraced TikTok to reach new audiences, from empowering Gen Z to write their marketing scripts, as popularized by the UK's Royal Armouries Museum, to collaborating with creators to hone content, and even bringing us onto the Met Museum's Met Gala red carpet through Vogue's TikTok LIVE, sparking conversations about historical artifacts, and showcasing the power of creative and innovative marketing.

In Singapore, these creators sparked good, created impactful moments and provided the most inspiring lessons of the year:

  • @adelimey: Adeline courageously shares her journey with alopecia on TikTok, offering authenticity, empowerment, and real conversations about mental health and self-love while inspiring others to embrace their true selves
  • @grandmotherstories: Josiah, creator of @grandmotherstories, celebrates the joy of intergenerational bonds with his grandmother, sharing their adventures in exercise, travel, and cooking to inspire positivity and senior appreciation on TikTok
  • @justkeepthinking: MJ, the quirky and candid mind behind Just Keep Thinking, uses TikTok to make science and environmental topics fun, giving followers cool facts about wildlife and climate that are sure to impress
  • @drsamuelgp: Dr. Samuel, a general practitioner and public health educator, blends medical expertise with storytelling to create engaging content on eye health, skincare, and the science behind everyday wellness
  • @readwithjenn: Jenn brings Singapore's literary scene to life with her 'What are people reading' series on TikTok, connecting readers to diverse books and sparking a deeper love for literature during her daily commute
  • @chillbynette: Jeannette, a psychotherapist and wellness content creator, uses TikTok to share empowering mental health tips and insights while running Chill By Nette, a space dedicated to counselling and wellness workshops in Singapore.
  • @newtosingapore: Amandine gives us a fresh, fun take on expat life in Singapore, sharing everything from quirky cultural insights to must-know local tips—all with a touch of humour and heart.


Music on TikTok: The soundtrack of 2024

TikTok continues to dominate the music landscape in 2024, revolutionizing how new artists emerge, how songs are promoted, and how fans connect with their favorite stars. TikTok has become the ultimate destination for music discovery, where our community of over a billion music fans discover, share and express themselves through music, creating cultural moments and propelling both new and established artists to success, both on and off the platform

“In 2024 TikTok truly became the music industry’s primary launchpad for music, artists and creativity. Every year, our global community discovers a new generation of emerging artists, creates new viral hit songs, and rediscovers classic tracks, propelling them into the charts worldwide. TikTok continues to be a space for discovery, self-expression and fandom, empowering artists to build a global fanbase, engage with the community, and to build their careers." — Ole Obermann, Global Head of Music Business Development, TikTok


*Top song are ranked by the number of creations using their music

The Top 10 Songs on TikTok globally accounted for over 200 million video creations on our platform, and represent more than 8 billion streams on Spotify. Notably, these tracks come from artists representing seven different countries, showcasing the platform’s global reach and cultural diversity. TikTok's global Top Song of 2024 was the smash reggaeton hit 'Gata Only' by FloyyMenor and Cris Mj - also TikTok's global Song of the Summer - which saw over 50m creations on TikTok and generated 1.3 billion Spotify streams, making the track the undisputed breakthrough hit of the year. In addition, this year, 13 of the 16 Billboard Hot 100 No. 1 Songs of 2024 had major trends on TikTok, proving TikTok's impact on track success both on and off the platform.

Latin music surged to new heights on TikTok this year, with three Latin tracks - Gata Only, La Diabla, and Alibi - dominating the Global Top 10 Songs list. These tracks amplified the genre's global appeal, and spotlighted TikTok's role in bridging cultures and introducing listeners to diverse sounds.

*Top artists are ranked by views on their TikTok account

TikTok's Global Top 10 Artists showcased talent from around the world, underscoring the platform's impact on global music discovery. For the second consecutive year, a Mexican artist claimed the top spot, with reggaeton sensation Yeri Mua leading the charge thanks to the viral success of her track Linea del Perreo. K-Pop artists dominated the Global Top 10 Artists list, claiming seven of the top ten spots, with groups like ENHYPEN and aespa captivating fans with creative campaigns and viral choreography. ENHYPEN’s track XO (Only If You Say Yes) inspired over 354,000 TikTok creations, further showcasing the genre’s cross-border appeal.

Innovation and Empowerment: TikTok's Broader Impact on Music Promotion

TikTok has been instrumental in empowering female voices in music. Artists like Sabrina Carpenter and Tinashe used the platform to reach new audiences to hear their music, while rising stars like Dasha and GloRilla had breakthrough moments in their careers. TikTok also saw often-underrepresented genres such Latin and K-Pop dominate listening and success worldwide, thanks to TikTok's ability to transcend borders with global genres.

In addition to driving cultural conversations, TikTok partnered with top-tier artists including Billie Eilish, Taylor Swift, Jimin and Sabrina Carpenter to create immersive in-app experiences, bringing fans closer to their favorite artists. Features like Add to Music App and tailored campaigns solidified TikTok as a leader in innovative music promotion, turning viral moments into chart-topping success stories.

TikTok is also a home for the songwriters and producers behind many of this year's top songs to share their stories. Creators like Amy Allen, who contributed to the success of Sabrina Carpenter and Olivia Rodrigo, and FINNEAS, who co-wrote Billie Eilish's BIRDS OF A FEATHER, provide fans with #behindthesong insights into their collaborations and creative processes.

Celebrate Year on TikTok 2024

As we wrap up yet another memorable Year on TikTok, get ready to celebrate with us in Singapore. Learn more about this year's most impactful and memorable trends, creators, and moments by searching #YearOnTikTok on the app.


Methodology

Year on TikTok 2024 is based on research comprising in-app and third-party insights focused on TikTok's social, economic, and cultural impact, conducted from January to November 2024.