La Vie de Zee explores popular TikTok creator Emily Mariko and the “That Girl” trend.
I don’t remember when I saw my first Emily Mariko TikTok. Emily’s cooking videos are not marked by lightning-quick chopping and Florida-tan muscles like Brad the Boxer’s (@bradtheboxer). Or tattoed haute-gastronomy like Sad Papi’s (@sad_papi). There were no trendy Our Place pans or colorful Le Creuset Dutch ovens on the stovetop. Silent except for the ASMR-like quality of each meticulous step of prep, her videos take us through the meals she and her family eat each day. Almost like falling asleep, I kept seeing more of her pleasant–but–nondescript videos until I realized I’d become an Emily Mariko girlie.
@emilymariko ♬ original sound – Emily Mariko
The “That Girl” Trend
Mariko’s immense popularity makes sense in a post-pandemic world. The “That Girl” trend, in which users publish vlogs of self-care rituals that usually involve waking up at 5am, drinking matcha lattes and wearing matching workout sets, can feel a bit intimidating and a bit too reliant on socio-economic privilege. Mariko’s videos embody a similar ethos, but from a less flashy, more “real” perspective.
Mariko prepares meals that consist primarily of whole or minimally-processed ingredients. Many of her signature dishes such as her trademark salmon bowl are heavily inspired by Japanese cuisine (Mariko is half Japanese). And because Mariko publishes multiple times a day, including farmer’s market and supermarket hauls showcasing her ingredients, we see that she really is “That Girl.” While it’s obvious that Mariko enjoys a lifestyle afforded her by her upbringing and education, the appeal comes less from money and more from discipline, which (in theory) is equally accessible to everyone.
@emilymariko ♬ original sound – Emily Mariko
Despite their surface-level simplicity, her videos are marked by certain visual signatures such as the distinctive hunch Mariko does over her kitchen island while cooking and the appreciative bite she takes at the end of each video. The recipes are typically fairly simple and straightforward, making them ideal for viewers looking to replicate them at home. Search “salmon bowl” on TikTok and you will find hundreds of videos replicating her signature dish. Users insert themselves into the wellness narrative by putting their own spin on the bowl and adding their favorite ingredients.
Discipline and Routine
At a time when many of us are working to create healthy routines, creators like Mariko stand out as role models. Instead of traditional luxury, we are presented with something far more valuable: good health. Her videos feature a holistic, balanced approach to life. We see her exercise, make home-cooked meals to be enjoyed with loved ones and eat the occasional In-N-Out burger. Looking to emulate Mariko’s lifestyle? There are no trendy powders or pills to buy. Consistency and balance are the key elements to be mastered.
Do you follow Emily Mariko on TikTok? Who are some of your favorite TikTok wellness creators? Let me know in the comments.
