TRENDING: FOOD JUTSU AND ‘THAT’S MY WHY’
FOOD JUTSU TRANSITION TREND
The Food Jutsu trend sees creators doing exaggerated "summoning" hand signs, (borrowed from the jutsus of Jujutsu Kaisen and Naruto) to ‘magically’ make a meal or drink appear in front of them, or to transition seamlessly between restaurant locations in a single cut. The edit usually pairs the hand signs with a dramatic audio drop, and the reveal is where the magic happens: blink, and you're suddenly you’ve got a drink or dish. You don't need to be an anime fan to love it, this trend is everywhere at the moment with people like Idris Elba and Keke Palmer trying it out, and the transition payoff is universal, and it's racking up saves and shares across food, travel, and lifestyle content. Also content creators @kickitforward did a spin on the trend which takes it to a new level.
Brand opportunities
This is a dream format for any brand in food, hospitality, or retail. A restaurant group trying to crack social content in Sydney could summon each of their locations. A meal kit brand could transition from raw ingredients to the finished plate. A café could use it for a seasonal menu reveal. The production barrier is low, a clean cut and a confident hand gesture is all you need, which means turnaround can be fast enough to feel genuinely timely and platform-native.
‘AND THAT’S MY WHY’
TREND
The "and that's my why" format is a purpose-driven storytelling trend where creators are talking about their significant other and their ‘why’ as to why they’re still together, usually leaning towards something silly or funny, then land it with the line: "...and that's my why." It's emotional, direct, and performing exceptionally well for anyone with a genuine origin story to tell. The format rewards authenticity over production value, and in a feed full of aesthetics and product pushes, that kind of humour and sincerity cuts through fast.
Brand opportunities
The real opportunity here is in leaning into the humour. Brands with a duo at the helm, can use this format to show the unglamorous, funny, or unexpectedly wholesome reason they're still in it together. Think less "we share a vision" and more "they still laugh at my terrible ideas, and that's my why." The self-awareness is the whole point, and audiences will reward brands that don't take themselves too seriously.
