2025抖音美食内容创作年度报告：「吃商」爆炸元年，年轻人用好好吃饭诠释“爱你老己”：抖音x新榜

Investment Rating - The report does not explicitly provide an investment rating for the industry [4]. Core Insights - The concept of "eating commerce" has emerged as the annual core concept, reflecting young people's understanding, pairing, and recreation of food, marking a shift from physiological satisfaction to emotional expression and self-pleasure [6]. - Three main keywords define the creative trends: "rebellious cooking," "eating commerce evolution," and "de-mystifying delicacy," which highlight a shift towards creativity and authenticity in food content [7][8][9]. - The content creation style reflects collective emotions, categorized into four evolutionary directions: rebellion, buffering, evolution, and rebirth, each resonating deeply with user sentiments [10][11][12][13]. - Trend activities, such as various challenge competitions, have stimulated co-creation enthusiasm, transforming individual creation into community activities [14]. Summary by Sections Research Background Assessment - The report is a collaboration between Douyin and Xinbang, leveraging extensive user-generated data and third-party industry insights to ensure reliability and depth [4]. - The research focuses on food content creation on the Douyin platform, primarily targeting the domestic Chinese market and overseas students [5]. Key Data Capture and Presentation - Significant data points include: - The topic "rebellious food" has a view count of 1.73 billion [16]. - The topic "home-cooked dishes" has a view count of 211.02 billion [16]. - The number of challenge competitions in the food circle that exceeded 100 million views in 2025 is 13, with a total of 1.03 million submissions [18].