If you’re anything like us, your TikTok feed has probably been plagued by videos about “rich people who are rich, right.” If you’ve run your eyeballs across this side of the app, you’ve likely reached #RichTok. But what even is #RichTok?
Think of it as TikTok’s velvet‑roped VIP lounge: a stream of 30‑second vignettes where caviar is a breakfast staple, flight attendants are extras, and Hermès is practically a house brand. The hashtag now tags more than 80,000 clips—each a miniature mood board of friction‑free extravagance. Viewers don’t get tips on earning their first million; they’re invited to float through a world where the money has already landed, neatly ironed, and scented with bergamot. The format is deceptively gentle: lo‑fi music, soft‑spoken narration, and zero crash course on “how to make it.” The thrill isn’t aspiration; it’s voyeurism. The appeal of #RichTok lies in getting a sneak peek into a life that seems far out of reach.
@beccaxbloom Plate my cats breakfast with me 🐾🐈 xo
♬ original sound – beccaxbloom
At the center of this soft‑focus splendor is Becca Bloom, Silicon Valley heiress–slash–finance professional, whose “plate my breakfast with me” videos—and her cat’s Christofle silverware—swiftly turned her into the genre’s poster child. She appeared on the app in January with exactly one video and now commands millions of followers, offering them a glimpse into her ultra-luxurious life.
@beccaxbloom Trying on my wedding necklace for the first time!!!👀🤍💍 #highjewelry #foliedespres #vca #vancleefarpels #vancleefhighjewelry #vcahighjewelry #cartierhighjewelry #cartier #tiffany #weddingnecklace #vancleefbracelet #vancleefandarpels #vancleefalhambra #vancleefnecklace #vancleefunboxing #luxuryjewelry #designerjewelry #jewelrytour #jewelrytok #jewelrydesigner #jewelrystack #2025bride #luxuryhaul #jewelryhaul #designerhaul #luxurywatches #weddingjewellery #jewellerytiktok ♬ original sound – beccaxbloom
So, what exactly is the appeal? First, the struggle is edited out. Viewers aren’t instructed to hustle harder; they’re lulledinto a hush of effortless abundance. Second, aesthetics trump achievement. Legacy labels—Hermès, Van Cleef, Loro Piana—dominate the frame. And finally, soft‑power merchandising takes the place of hype culture: it’s old‑money codes blown up.
So how is it that #RichTok has managed to evade the usual backlash faced by ostentatious content creators? The secret? #RichTok never pretends to be a roadmap; it offers pure escapism. Viewers feel no pressure to replicate the lifestyle, only to bask in its glow for 30 tranquil seconds.
ALSO READ: DOWNTOWN DESIGN RIYADH MARKS A NEW CHAPTER FOR SAUDI ARABIA’S GROWING DESIGN SCENE.
