A(t) home in a TikTok neighborhood: How TikTok-driven commercial gentrification influences residents' sense of belonging in 'De Negen Straatjes'

Abstract

TikTok is a relatively new platform with significant global influence. Certain places, shops, or restaurants can suddenly become extremely popular after going viral on social media, resulting in so-called TikTok queues; long lines forming outside food establishments promoted on the platform. These crowds can create nuisance for residents and local businesses (Boterman & Pinkster, 2017), thereby affecting the relationship residents have with their neighborhood. One neighborhood where this phenomenon is clearly visible is ‘De Negen Straatjes’ in Amsterdam. Businesses such as Het Koekemannetje, Fabel Friet and Chun Café have gained significant popularity on TikTok. This study consists of two parts. First, it examines how the retail offering developed between 2010 and 2025, using data from Locatus. Second, it investigates how residents perceive these changes and how this affects their sense of belonging. The central research question is: “How does TikTok-driven commercial gentrification affect the sense of belonging of residents in de Negen Straatjes’?” The quantitative analysis reveals that the retail offering in ‘De Negen Straatjes’ has long been oriented towards visitors. In 2010, 50% of all shops fell into the category of fashion and luxury, rising to 62% by 2025. The share of services and food and personal care, already underrepresented at under 10% in 2010, dropped further to 7% and 5% respectively. Although TikTok did not cause major shifts in these broad categories, a rise in coffee and juice bars from 2022 onwards was observed, these are developments linked in the literature to commercial gentrification. Furthermore, sixteen residents were interviewed to gain insight into how they experience these developments and how it affects their sense of belonging. On a physical level, residents expressed that the neighbourhood increasingly lacks shops that serve their everyday needs. Spaces are now dominated by tourist-oriented eateries. The popularity of TikTok businesses contributes to litter, traffic congestion, and visual disruption; factors that negatively affect their sense of belonging. On a social level, interaction between residents has also shifted. Many conversations now revolve around the nuisance caused by TikTok crowds, which several residents feel contributes to a more negative neighbourhood atmosphere. While contact with local entrepreneurs remains strong, there is little to no interaction with the newer TikTok venues or large chains. Culturally, the atmosphere in the neighbourhood has changed significantly. Due to the crowds, mess and influx of tourists, many residents avoid busy times, such as Saturday afternoons. For some, this has even prompted thoughts of leaving the neighbourhood. Still, most respondents report feeling at home in their own houses, appreciating the architecture and central location. For them, these positive factors continue to outweigh daily frustrations. In short, while residents continue to live in the neighborhood, many increasingly feel less at home in their neighborhood.