When ancient occult traditions collide with Gen Z's digital lifestyle, the result is a cultural phenomenon sweeping through TikTok. A mere few-second video can amass over 30 million views—not through conventional means, but through the emerging trend of "mystical commerce." This phenomenon reflects both the resurgence of Western occult culture on social platforms and Gen Z's growing demand for spiritual comfort.
From Marginal to Mainstream: The Historical Roots of Witchcraft Culture
Witchcraft culture didn't emerge overnight but has deep historical roots in Western society, evolving through various historical periods and social movements:
- 1960s: The feminist movement and environmentalism brought renewed attention to witchcraft's feminine power symbolism and nature worship elements.
- 1980s: Commercial books simplified and popularized witchcraft practices, linking rituals to personal growth and wealth accumulation.
- 1990s: The Harry Potter series introduced magical elements to mainstream culture, sparking widespread interest in witchcraft among younger generations.
- 21st Century: TV shows like "Charmed" and "American Horror Story: Coven" further normalized witchcraft in popular culture.
- Post-2020: The pandemic's psychological toll and social media platforms like TikTok accelerated witchcraft's popularity as people sought spiritual comfort.
#WitchTok: A Digital Sanctuary for Gen Z
The #WitchTok community on TikTok has become a diverse online space where witchcraft enthusiasts share knowledge and seek spiritual support. Content ranges from:
- Tarot card readings and psychic predictions
- Entertainment-focused astrology content
- Spell tutorials and manifestation techniques
- Product promotions for mystical tools
For many users, #WitchTok serves less as a religious practice and more as spiritual entertainment—a digital refuge where Gen Z finds community and emotional support.
The Viral Formula: Analyzing #WitchTok's Success
Popular #WitchTok videos typically share three key characteristics:
- Simple, actionable techniques (like writing a crush's name three times under your pillow)
- Content addressing emotional needs (love spells, friendship charms)
- Entertaining presentation (humorous hexes on ex-partners)
One October 2022 video demonstrating a "make someone think of you" spell garnered 20 million views and 1.4 million likes, demonstrating the power of accessible, emotionally resonant content.
The Social Context Behind the Trend
#WitchTok's popularity stems from broader societal factors:
- Pandemic-induced psychological stress
- Gen Z's distancing from traditional religions
- Growing emphasis on self-exploration and personal growth
- Increased need for emotional comfort amid social pressures
Many users discover #WitchTok through adjacent trends like #SelfCare and #Spirituality, reflecting how witchcraft has become a coping mechanism for modern anxieties.
Mystical Commerce: Where Spirituality Meets Shopping
The trend has spawned a new commercial ecosystem:
- Surging demand for magical tools (crystals, tarot decks, spell jars)
- Creators monetizing through affiliate marketing
- Specialized metaphysical shops offering complete ritual kits
One crystal wholesaler (@reikicrystal_family) gained 693,000 followers in under a year, with top videos reaching 32 million views. Their standalone website saw traffic quintuple in three months following TikTok exposure.
The Quantum Connection: How Witchcraft Justifies Consumerism
The commercial logic of #WitchTok rests on a spiritual-material connection:
- Belief in energetic connections between objects and people (framed as "quantum entanglement")
- Physical tools marketed as necessary for effective spiritual practice
- Products positioned as self-care investments rather than mere purchases
This fusion of metaphysical belief and consumer behavior shows no signs of slowing, with the mystical tools market continuing to expand across e-commerce platforms.
Future Prospects and Challenges
While #WitchTok presents commercial opportunities, it faces several challenges:
- Quality control issues and potential misinformation
- Balancing authentic spiritual content with commercial interests
- Maintaining community trust amid growing commercialization
The phenomenon represents more than a passing trend—it's a cultural shift in how younger generations approach spirituality, community, and consumption in the digital age.