Little Treat Culture Is Taking Over GIPHY Search. Here’s How.

Is the cure to a bad week a little treat? According to Gen Z, it just might be. While it was first popularized in 2024 on platforms like TikTok, little treat culture — a mindset that calls on people to “enjoy some of life’s splurges and [do] so without shame” — has reached peak zeitgeist, with GIPHY users driving up searches for the little indulgences in their lives over the past year.