What should brands post with the That's my why trend?

Hero shot of a signature product or dish Slow, dramatic reveal or pour Close-up of the one item customers are obsessed with Product held up like it's being presented to the world

That's my why

Updated August 2, 2026

Food & Drink Lifestyle Humor

Example 10:11

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What is the That's my why trend?

A short trend set to the "glorious purpose" moment from Loki, built around naming one specific thing and declaring "that's my why." It turns a small obsession into a grand sense of purpose. Reach for it when you want dramatic, slightly tongue in cheek content that crowns your product as someone's entire reason for being.

Where did the That's my why trend come from?

The sound comes from Loki, tied to the character's grandiose insistence on his glorious purpose. TikTok lifted the swelling, self serious delivery and paired it with the "that's my why" format, where someone names a wildly ordinary craving or obsession and frames it as their life's mission. The humor is the mismatch between the epic audio and the everyday thing being declared, which makes it perfect for food and product brands.