The TikTok Candy Craze: How Swedish Candy Took Over Social Media

In the last few years, a simple question has taken over the internet: why is Swedish candy so good? The answer is now being played out on the world’s fastest-growing platform — TikTok. What started as local Swedish traditions like lördagsgodis (Saturday candy) has become one of the most surprising TikTok trends of the decade.

Today, hashtags like #candiesTikTok and #SwedishCandyTikTok have millions of views. Influencers create haul videos, ASMR clips, and fun challenges using TikTok emojis and filters, all centered around colorful Swedish gummies and chocolates. One brand in particular, Bubs TikTok gummies, has become the face of the craze.

This blog will explore how Swedish candy took over TikTok, why it’s so irresistible, and what’s next for this viral movement.

TikTok has proven that just about anything can become a trend. Music, skincare, and even cleaning hacks have had their moment. But in 2023–2025, candy stole the spotlight.

Creators began posting “candy haul” videos showing giant bags of Swedish pick & mix. What set them apart from American treats was the variety: sour skulls, foamy ovals, licorice, and fruity bites. The colors popped on camera, and the chewing sounds made them perfect for ASMR content.

Soon, entire feeds were dedicated to TikTok candy. Fans stitched their own clips, left enthusiastic TikTok feedback, and asked: “Where can I buy this candy?”

The success of Swedish candy TikTok is no accident. Swedish confectionery has a few unique traits that make it stand out:

1. Balanced Sweetness
   Unlike American candy, Swedish sweets don’t overload on sugar. They balance sweet, sour, and salty flavors, making them addictive but not overwhelming.

2. Unique Textures
   Foam gummies — like those made by Bubs — are soft, airy, and unlike anything many international candy lovers have tasted.

3. Clean(er) Ingredients
   While still candy, Swedish products often use fewer artificial colors and flavorings, making them appealing to health-conscious consumers.

This combination explains why influencers love filming TikTok candy reviews that often end with wide-eyed reactions and the same conclusion: “This is why Swedish candy is so good.”

If there’s one brand that symbolizes this trend, it’s Bubs. Their vegan-friendly, skull-shaped gummies became iconic thanks to the hashtag #BubsTikTok.

• Visual appeal: Their sour foam skulls look bright and bold, perfect for camera close-ups.

• Vegan advantage: Being gelatin-free gives them a wider audience.

• Collectible vibe: Fans treat different Bubs flavors as “must-try” collectibles.

The demand has been so intense that Swedish stores have experienced shortages. International buyers often pay high prices just to join the trend.

One of the most powerful drivers behind the craze is the TikTok candy review format. Influencers sit down with a bag of Swedish candy and try each piece on camera.

They use TikTok emojis to rate flavors, film in fun POV angles, and often react dramatically when tasting sour or salty varieties. Fans then comment their own preferences, sparking debate and encouraging more purchases.

These reviews create an endless feedback loop: more views → more curiosity → more candy sales → more reviews.

TikTok’s annual recap feature, TikTok wrapped, highlighted just how powerful the candy craze has become. Alongside music and beauty trends, candy haul videos consistently appear as top-performing content in food-related categories.

This isn’t just a short-lived meme — it’s now part of global TikTok culture.

Of course, no trend is without problems. The viral nature of candies TikTok has created a few challenges:

• Shortages in Sweden: Local fans sometimes can’t find their favorite sweets because so much is exported.

• Price markups: Resellers outside Sweden often charge double or triple the normal price.

• Counterfeits: Some online shops sell fake “Swedish candy,” disappointing fans who expect authentic quality.

Still, the hype shows no signs of slowing down.

Scroll through the comments on any Swedish candy TikTok video, and you’ll see a flood of TikTok feedback:

The interactive culture of TikTok means fans don’t just watch; they join in, boosting the trend with every share, duet, and comment.

Looking forward, the TikTok candy craze is set to grow even bigger. Expect to see:

• Seasonal themes (Halloween sour skull hauls, Christmas mixes).

• Candy challenges using TikTok emojis to guess flavors.

• xMore brands like Bubs collaborating with influencers.

As long as TikTok continues to shape global culture, TikTok candy reviews and hauls will keep Swedish

The TikTok candy craze proves how powerful social media can be in turning a local tradition into a global obsession. From candies TikTok videos to Bubs TikTok hauls, Swedish candy has captured hearts (and taste buds) worldwide.

So the next time you see candy in your TikTok wrapped, you’ll know exactly why: Swedish candy is colorful, flavorful, and absolutely unforgettable.