TikTok - Most Watched Bookstore

Often dismissed as a platform for silly content, TikTok revealed its cultural power through #BookTok, a trend that revived reading among young people. To bring this to life, TikTok opened “The Most-Watched Bookstore,” a small pop-up in São Paulo featuring viral titles. It became a national sensation, sparking long lines, media coverage, and even a partnership with Rio’s bid for UNESCO World Book Capital. What started online proved TikTok could inspire real-world change.