What does a single woman do when she comes home from work? Or a date? And after a party? Or after skate training?
These are the kinds of questions that @homecoming.diary, a TikTok account with nearly 2 million followers, asks at the start of a majority of its videos. What follows is usually a quick, edited sequence of hyper-specific gadgets, inexplicable tasks, and the use of multiple mini-washing machines. But the purpose of the videos is unclear. These aren’t explicit advertisements, but they don’t represent real life either. They are a genre in their own right.
In one of @homecoming.diary’s recent TikToks, the video’s inaugural question is “What does a girl on a $100,000 monthly salary do after work on a Saturday?” The TikTok begins like many @homecoming.diary do: a woman, who looks to be in her twenties, walks up the stairs to her apartment where it’s snowing inside.
After entering her home, she puts a capsule and powder in a coffee cup, which mixes and brews the coffee. She shakes a cube-shaped device and its chimney ignites. She unfolds a pedicure-style foot bath and turns on its jets, then sips a drink while her feet soak. She sprays rows of fuzzy slippers with aerosol, puts her shoes on a shoe warmer set to 45 degrees Celsius and washes her socks in a mini washing machine that empties into her bathroom sink. It’s just within the first 30 seconds of the video, which is nearly three minutes long.
Highlights from the rest of the video include the woman making mini pies in a toaster oven, scraping her counter with a small cloud-like tool, drying her hands on a shag-style towel with the face of a dragon on it and using several mini trash cans, each smaller than the other.
The woman’s after-work routine has received over 125,000 likes, 2,000 comments and has been viewed over 2 million times.
Although the letters on the buttons of his appliances and the automated voice that is part of his fireplace are not in English, most of the comments on @homecoming.diary videos are.
“Why am I so obsessed with these videos,” @theselfhelpplanner commented on TikTok.
“So interesting to watch,” @swisslerr wrote.
Others note the amount of devices shown.
“You know how you buy things you think you need, but never use them?” @6ixeats wrote. “She uses them all.”
“Her accessories have accessories,” @jonsie4 commented.
“If SHEIN was a house,” @kurbsitb__ wrote, comparing the woman’s apartment to the online retailer. Another called the apartment “the AliExpress CEO’s house.”
A few question items from the video.
“How come it’s still snowing in the hallway?” @bupropion.bitch asked, to which @homecoming.diary replied “guess”.
“Which episode of Black Mirror is this?? @simply.ramona commented.
“Are you living in 2070,” @fatimasacrylic asked. @homecoming.diary replied saying “haha like you”.
And many ask where to buy the products shown in the videos.
The TikTok account’s biography states that @homecoming.diary is called “love dream” and explains that the account “[records] family life after work” and “[shares] the good stuff.” Her first video was released on January 4.
Many of her videos share motifs: a hallway with snow inside, a photo of a woman’s toe sticking out of a hole in her sock, washing products with a fruit and vegetable sterilizer, soaking feet in the living room and using a hoverboard, skateboard or even miniature vehicle to get around the house.
@homecoming.diary does not have any other social media accounts or retail websites linked in its TikTok bio and did not immediately respond to the Daily Dot’s request for comment via a TikTok comment.
In addition to widespread bewilderment in response to @homecoming.diary videos, some TikTokers believe the account’s videos are advertisements for featured products.
User @ciaraherbert posted a TikTok on Feb. 1 saying she discovered that “no one actually lives in these beautiful Asian apartments with random gadgets.”
“These are just ads,” she wrote in her video’s text overlay.
Others have embraced this theory in the comment sections of @homecoming.diary.
“Someone told me no one actually lives in these apartments and they are just for product promotion, I can’t see it the same way anymore,” @yourepoor commented.
“I don’t understand how they make money from these ads when there are no links,” @dreamlikegia wrote.
But @shopping666, another TikTok account that posts some of the same @homecoming.diary videos, includes a link to the products featured in his TikTok bio for sale on That Lil Store. @shopping666 has nearly 4 million followers on TikTok and posts videos of families using household appliances. The account posted its first video in April 2021.
And That Lil Store offers some of the products featured on the two TikTok pages: an automatic soap dispenser, a mini washing machine, a fruit and vegetable sterilizer and even an “automatic toothpaste squeezing device”.
That Lil Store says it’s located in New York on its website and directs customers to its Facebook page, which is called That Lil Store. But the section on the page says it’s Siciry, an “international custom jewelry manufacturer.” The contact information on the Facebook page is linked to WearLuvIt, another jewelry brand. (The Daily Dot contacted ThatLilStore, Siciry and WearLuvIt via email.)
Whether or not TikTok videos are real ads, the people behind them have certainly cracked the code for creating videos that TikTok users want to watch: every video on @homecoming.diary and @shopping666 has gone viral.
And maybe the mystery of the videos is what makes them popular.
“Why am I watching this? @jessbiays commented on a recent TikTok from @homecoming.diary. “Why are they so fascinating? »
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