The Hottest Prawnstar

The #1 Most Followed Snack Brand on TikTok Isn’t A Brand — It’s a Prawnstar! 

Spicy Oishi Prawn Crackers (SOPC), facing intense competition in the Philippine snack market, aimed to capture Gen Z’s attention, increase sales, and create an impact in a saturated market. 

In 2020, SOPC had an insight: the real competition wasn’t other brands but content creators. So, they created Hot Hipon, who ignited TikTok with the #HOTtawDanceChallenge, captivating millions and boosting sales.

In 2022, SOPC aimed to exceed past success, aligning Hot Hipon with TikTok creators. To stay ahead of the algorithm and tap into today’s zeitgeist, the team developed a comprehensive content creation system with sub-teams for a continuous stream of fresh and engaging content.

Oishi stood out from snack rivals and content creators with humor, trend leverage, and genuine interactions. By embodying SOPC’s spicy flavor, Hot Hipon bested other TikTok content creators and became the top snack on the platform. He breathed new life into the brand and deepened connections with its fans, fueling brand awareness and sales. 

Dominating TikTok Through Purely Organic Engagement 

• In 2022, Hot Hipon made an even hotter comeback, blowing past benchmarks set by other content creators on TikTok, becoming the #1 local snack brand.
• Hot Hipon achieved these results without paid media placements, investing solely in trendspotting, content creation, and community management.