The study highlights how TikTok has evolved beyond a simple entertainment platform into a digital stage where individuals construct and manage their identities. Viral expressions, such as “Yareu,” demonstrate how a short video and a unique communication style can quickly influence online culture and audience behavior.
TikTok as a Digital Stage for Identity
In the digital era, social media platforms allow individuals to present themselves to a wide audience. TikTok, in particular, provides tools for creating short, visually engaging videos that combine music, expressions, and storytelling.
Within this environment, creators often develop recognizable styles or expressions that become their digital identity. One example is the viral phrase “Yareu,” popularized in Indonesia by TikTok creator Janice Kaori.
Although the word “Yareu” does not have an official meaning in Korean, it is commonly used as a spontaneous exclamation to express excitement or satisfaction, particularly in food-related content. Janice Kaori adopted the expression in her food-review videos, where she reacts enthusiastically after tasting street food or snacks.
Her energetic delivery and expressive reactions quickly attracted attention from TikTok users. As the videos spread across the platform, the phrase “Yareu” became widely imitated by other creators, especially in food review content.
According to the researchers, this phenomenon demonstrates how simple expressions can evolve into social trends when presented with a strong communication style and a consistent personal identity.
Research Approach: Dramaturgy in Social Media
To understand how Janice Kaori’s online persona developed, the researchers used a qualitative case study approach. Data were collected through direct observation of her TikTok account, analysis of video documentation, and in-depth interviews with viewers and individuals familiar with the creator.
Participants in the study included followers who had watched her videos, friends who had seen her create content in real life, and people who had collaborated with her in TikTok videos. The researchers then compared information from these sources to ensure the reliability of the findings.
The study is grounded in dramaturgy theory, developed by sociologist Erving Goffman. This theory views social interaction as a theatrical performance. Individuals act as performers who present a particular image to an audience on the “front stage,” while preparation and personal activities occur on the “back stage.”
The researchers also applied personal branding theory to analyze how consistent self-presentation contributes to the formation of a recognizable public identity.
Front Stage: A Carefully Constructed Online Persona
The study found that Janice Kaori’s TikTok account functions as her primary “front stage,” where she performs a consistent public character.
Several distinctive elements define her performance:
The Signature Tagline “Yareu”
The phrase appears in nearly every video. Delivered with a strong voice and enthusiastic facial expressions, it has become the most recognizable element of her content.
School Uniform as a Visual Identity
Janice Kaori frequently wears a school uniform while filming her videos. This visual choice reinforces her identity as a youthful creator and makes her content instantly recognizable.
Energetic Communication Style
Her expressive facial reactions, lively gestures, and confident tone create an entertaining viewing experience that keeps audiences engaged.
Public Locations as Filming Settings
Most of her videos are recorded in everyday environments such as street food stalls, food courts, or school areas. These settings create a natural and relatable atmosphere for viewers.
The researchers note that these elements work together to shape a memorable digital persona.
“Consistency in appearance, expressions, and communication style helps audiences easily recognize and remember a creator’s identity,” the authors explain in the study.
Back Stage: The Hidden Preparation Behind Viral Content
While Janice Kaori’s videos appear spontaneous, the research reveals that considerable preparation takes place behind the scenes.
Before recording a video, she typically:
- Selects the food item to review
- Chooses an appropriate filming location
- Adjusts camera angles and lighting
- Ensures clear audio quality
- Repeats scenes when necessary
These activities form the “back stage” of the performance, where creators prepare their content before presenting it to the public.
The research also found differences between Janice Kaori’s online persona and her behavior in daily life. According to interview participants, she appears calmer and more relaxed off camera, speaking with a softer tone compared to her energetic on-screen character.
This contrast suggests that the lively persona seen in her videos is a strategic performance designed for audiences rather than a complete reflection of her everyday personality.
Additionally, Janice Kaori reportedly limits the amount of personal information she shares online. Her private life remains largely separate from her content, allowing her to maintain boundaries between public identity and personal reality.
Impression Management and Personal Branding
A key concept identified in the research is impression management—the process of controlling how audiences perceive a public persona.
In Janice Kaori’s case, impression management occurs through:
- Repetition of the “Yareu” expression
- Consistent facial expressions and vocal tone
- Recognizable visual style
- Limited disclosure of personal information
These strategies enable audiences to easily associate specific characteristics with the creator.
The study concludes that strong personal branding emerges not only from popularity but also from consistent identity presentation. When audiences repeatedly encounter the same recognizable elements, the creator’s image becomes more memorable and credible.
This finding aligns with personal branding theory, which emphasizes personality, uniqueness, and consistency as key factors in building a strong public image.
Implications for Content Creators
The research offers several insights for content creators and digital media professionals.
First, viral content does not necessarily require advanced visual effects or complex production. A simple concept paired with a distinctive communication style can be enough to capture audience attention.
Second, social media functions as a performative space where creators actively construct and maintain their identities. Understanding this dynamic can help creators manage their public image more effectively.
Third, maintaining boundaries between public and private life is essential for sustaining long-term credibility and personal well-being in the digital environment.
Ultimately, the study demonstrates that personal branding on social media is rarely accidental. Instead, it develops through consistent self-presentation, strategic communication, and careful management of public perception.
Author Profiles
Via Selfiani, S.I.Kom.
A researcher in digital communication and social media studies from the Communication Science Program, Faculty of Social and Political Sciences, Universitas Swadaya Gunung Jati.
Dr. Khaerudin Imawan, M.I.Kom.
A lecturer and researcher in communication studies at Universitas Swadaya Gunung Jati. His research focuses on digital communication, personal branding, and social media culture.
Research Source
Selfiani, V., & Imawan, K. (2026). “Dramaturgical Analysis of Viral TikTok Phenomena: Case Study of Janice Kaori’s ‘Yareu’ Video.” Indonesian Journal of Advanced Research (IJAR), Vol. 5 No. 3, pp. 369–388.
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