The H-Mart Effect: How TikTok is Redefining Cultural Appreciation—and Appropriation
A recent controversy sparked by TikTok user @say_qis, whose video about “side-eyeing” white shoppers at H-Mart went viral, has ignited a larger conversation about cultural spaces, respect, and the complexities of online engagement. What began as a personal observation about navigating identity in a grocery store quickly escalated into a debate about inclusion, intent, and the power dynamics at play on social media.
From Grocery Aisles to Global Discourse
Madeline, the creator behind @say_qis, initially shared her experience as a reflection on the subtle interactions within Asian grocery stores. She noted a defensiveness she observed, even when realizing shared heritage with other shoppers. Her call for continued support of Asian businesses was coupled with a critique of disruptive behavior from some shoppers, particularly those seemingly motivated by TikTok trends. This sparked a response from food content creator Susie (@soogia1), who argued that grocery stores should be spaces for culinary exploration, leading to backlash against both creators.
The “H-Mart gate” incident highlights a growing tension: the desire for cultural exchange versus the potential for cultural appropriation. It’s a conversation that extends beyond grocery stores and into other areas, like food trends and beauty standards.
The Bebot Trend and the Erasure of Filipino Creators
Parallel to the H-Mart debate, a separate but related controversy unfolded around the “Bebot” makeup trend on TikTok. Originating from a song by the Black Eyed Peas, the “Bebot” aesthetic—characterized by sleek eyebrows, tanned skin, and glossy lips—is deeply rooted in Filipino culture and beauty standards. While, the trend’s virality on TikTok saw non-Filipino creators receiving disproportionate praise and credit, overshadowing the original creators and cultural context.
A History of Underrepresentation
This lack of recognition is particularly poignant given the historical underrepresentation of Filipino beauty in mainstream media. The article points to a long-standing preference for Eurocentric features, even within the Philippines itself, leading to practices like skin bleaching and cosmetic surgery. The “Bebot” trend, represents a reclamation of Filipino aesthetics and a challenge to those established beauty norms.
The author notes a painful familiarity with terms like “Jungle Asian,” used to denigrate Southeast Asian features, and the feeling of being “different” or “ugly” due to not conforming to Eurocentric ideals. This underscores the emotional weight attached to the trend and the importance of proper attribution.
The Cycle of Appropriation
The pattern observed with “Bebot” mirrors a broader issue: the tendency for trends originating from marginalized cultures to gain mainstream popularity only after being adopted and popularized by dominant groups. This phenomenon, described as a modern-day cultural colonization, raises questions about power dynamics and the ethics of online content creation.
What’s Next? Navigating Cultural Trends Responsibly
These incidents offer valuable lessons for content creators, brands, and consumers alike. Acknowledging the origins of trends, giving credit where it’s due, and actively amplifying the voices of original creators are crucial steps toward fostering a more equitable and respectful online environment.
The article draws parallels to previous food trends, like the popularization of kimchi, where initial perceptions of “weirdness” or “disgust” shifted only after white content creators embraced the cuisine. This highlights the problematic dynamic where cultural acceptance often hinges on validation from dominant groups.
Pro Tip:
Before participating in a cultural trend, take the time to research its origins and understand its significance. Seek out and amplify the voices of creators from that culture.
FAQ
- What is “H-Mart gate”? It refers to the controversy sparked by a TikTok creator’s video about side-eyeing white shoppers at H-Mart, leading to a debate about cultural spaces and respect.
- What is the “Bebot” trend? It’s a Filipino-inspired makeup aesthetic that went viral on TikTok, but faced criticism for lacking proper credit to Filipino creators.
- Why is cultural appropriation a concern? It can erase the contributions of marginalized cultures, perpetuate harmful stereotypes, and reinforce power imbalances.
- How can I participate in cultural trends responsibly? Research the origins, give credit to original creators, and amplify their voices.
The future of online culture hinges on our ability to move beyond superficial engagement and embrace genuine cultural appreciation. It requires a commitment to recognizing the value of diverse perspectives and ensuring that all voices are heard.
