Mochi isn’t anything new. The rice-based dough balls, often now containing ice cream, are everywhere in Japan. Yet millennia after the product’s invention, British brand Little Moons experienced a sudden sales surge this year - up 1,400% in Tesco - thanks to a TikTok craze.
Generation Z’s favourite social platform has been buzzing with users filming themselves trying the squidgy little balls; by February the hashtag #LittleMoons had around 110 million views.
Although co-founder Howard Wong attributes this social marketing success to luck, it’s actually the second time the brand reached such levels of virality, after a similar experience in Germany. So what did Little Moons do differently to stand out on TikTok?