If you think of British cultural exports of the 21st century, the best-known examples probably spring to mind: James Bond, Downton Abbey, Adele.
But in the algorithm-driven universe of TikTok, where a trend known as “Britishcore” is one of the most in-demand movements of the moment, it’s the mundane aspects of life in the U.K. that are going viral.
Britishcore first emerged as a cultural term at the end of the decade, to describe ramshackle symbols of British life, such as run-down pubs and lonely traffic cones.
It has now expanded to include Trainspotting-inspired videos, playbacks by Towie stars and satirical celebrations of the Oasis reunion.
TikTok has pointed to a surge in interest in UK fashion, comedy and travel on its platform as evidence of renewed interest in British culture (and its typically tongue-in-cheek views on it).
The trend is so popular that foreign content creators are jumping on board, desperate to show just how Britishcore their content can be.
In one notable example, American DJ The Dare filmed a ironic clip of himself at Paddington Station, soundtracked by Ewan McGregor’s opening monologue from Trainspotting and Born Slippy from Underworld.
The Dare posted the video, which had 245,000 views, with the tagline “Britishmaxxing.”
In another, an American film worker lip-syncs to a Gemma Collins clip from The Only Way is Essex, while an Australian radio presenter mocked the Oasis reunion in a viral post with 3.7 million views.
In one TikTokAmerican content creator @the_quivey10 lists the things he wants to do when he comes to England. These include everyday activities popularised by BritishCore TikTokers, such as going to buy a Greggs sausage sandwich and making a “cheeky supermarket visit”.
TikTok said there had been a double-digit increase in posts under the hashtags #ukcomedy, #ukfashion and #uktravel since January, while #OasisReunion has had more than 100 million video views in the past fortnight.
“This summer we’ve seen an explosion of British pop culture on the global stage,” said Louisa McGillicuddy, a trends specialist for TikTok’s UK operation. “From the Brat phenomenon to the excitement surrounding the Oasis reunion… the TikTok community in the UK and beyond has been embracing all things britcore.”
TikTok, which has more than a billion users worldwide, says interest in Britishcore content is also reflected in the popularity of a video by The Killers. Playing Mr Brightside in front of a London audience as England won their Euro 2024 semi-final and memes of Collins (a regular on the TikTok account loveofhuns) and Gary Barlow. A clip of the Take That singer saying “this is my idea of a really nice day” in a vineyard has become a popular meme overseas, according to TikTok.
Alwyn Turner, a senior lecturer at the University of Chichester and an expert on British popular culture, said a “sense of cheekiness” was what united some of the UK’s most popular cultural exports.
Turner also pointed out how increased interest in UK culture could benefit public sentiment.
“As a nation, if we have a sense of fame in America, we have a sense of optimism. The country feels alive and vibrant. It produces a kind of feel-good factor in England when the world loves us,” he said.
Other fall trends on TikTok
The British singer and her eponymous band, whose hits include Smooth Operator and No Ordinary Love, have not released an album since 2010. But TikTok has kept interest in Sade’s music alive, with a 63% increase in clips using Sade tracks.
The singer’s look has also taken off on the platform, with a moodboard clip It has received almost 5 million views. The hashtag #sadegirl has also been a recent hit on the platform.
In a combination of travel trend and aesthetic, the northwest region of North America is taking off on TikTok. This is reflected in short slideshows and video compilations capturing the region’s bleak, forested look. One account dedicated to the trend, @throughthepnw, has 1.6 million followers.
Food is a popular genre on TikTok, and Filipino cuisine has recently gained prominence. This is partly due to interest in the “boodle battle,” a communal feast in which participants eat with their bare hands at a table covered with banana leaves.
This trend has encouraged simple, non-violent video games, such as Wylde Flowers, which features farming and magic, or Moonstone Island, a creature-collecting game. There has also been a rise in “deskscape” design, which involves creating a relaxed gaming environment with plants and ambient lighting.
TikTok has also seen a rise in popularity for educational influencers in areas such as history and science. One example is Katie Kennedy (@thehistorygossip), a content creator who takes an unconventional approach to teaching history. One caption reads “Did people have sex during the plague?” and another asks “Why did this royal like to smell like pure BO?” Despite only launching her TikTok in January 2024 during her final year of college, Kennedy’s page has over 500,000 followers and 13.9 million likes. Her debut book, Historical Gossip: Was Anne of Cleves a Minger? and 365 Other Historical Curiositieswill premiere on October 7.