"Propaganda I'm not falling for" – TikTokers divided over whether matcha is "in" or "out"

Posted on 2nd June 2025

There's a hugely enthusiastic community of matcha lovers on TikTok with more than two million videos on #matcha – but new research by Shooglebox AI shows that for every self-described "matcha girly" there's someone else who's not falling for the hype.

The recent "Propaganda I'm not falling for" and "Propaganda I am falling for" TikTok trends gave a fascinating insight into latest fads and trends and which ones people think are "in" or "out".

"Propaganda I'm not falling for"

Shooglebox AI analysis of hundreds of TikToks over May and June 2025 found matcha is top of more people's "Propaganda I'm not falling for" lists than any other current trend. Dubai chocolate and Labubu dolls were also high on the lists.

"Propaganda I am falling for"

And matcha also comes top of the "Propaganda I AM falling for" spin-off trend with fans saying they'll "fall for it every time" and disagreeing with the "matcha slander" on the original trend.

Using Shooglebox AI to analyse the trend

The research is just one small example of the kind of insights PR and marketing teams can quickly zero in on using Shooglebox AI.

The leading conversational AI models like Chat GPT, Grok and Gemini have limited or no access to most of the live content and conversations on platforms like TikTok. Shooglebox AI combines APIs to these models with the ability to gather and analyse the textual, visual and audio content on social media posts, including the comments and conversations around them.

The Shooglebox AI tools include the generation of textual descriptions of images – including full caption content like the long propaganda lists people are sharing on this TikTok trend.

With hundreds of TikToks and thousands of individual examples of propaganda there's too much data for a human to process – but that's where the power of AI comes in.

Shooglebox quickly reads all the captions and then the ChatGPT-powered AI assistant is used to interrogate the data – responding to questions like "What are the top 10 most frequently mentioned themes on the propaganda trend?"

The AI assistant synthesises everything to discover matcha coming out as top on both versions of the trend.

Buzz from Shooglebox helps major UK brands spot, understand and quickly respond to emerging TikTok trends, and tap into what their customers are seeing, saying and doing on social media.