TikTok Opens an Office in Zurich—With «Swissness» and a Creator Spirit

A location with symbolic significance

TikTok has arrived—not just on Swiss smartphones, but also physically, right in the heart of Zurich. The platform opened its first office in Switzerland on Talackerstrasse. A team of six specialists in brand partnerships, client solutions, and creator relations will now be on hand to support brands, agencies, and media outlets directly on-site. The official launch, however, took place at the Papiersaal in Sihlcity—amidst brick walls and a creative, optimistic atmosphere.

«Swissness» in Our DNA

David Roland, Head of Global Business Solutions DACH, opened the event and emphasized the importance of the new location: «After working very closely and successfully with our team, brands, and creators in Switzerland over the past few years, we are very pleased to strengthen our local presence with an office in Zurich.» Switzerland, Roland continued, has its own unique dynamics and therefore deserves a tailored approach—linguistically, culturally, and economically.

With over 2.2 million monthly active users, TikTok is no longer a niche phenomenon in this country. Particularly impressive: Over 930,000 books were sold in Switzerland last year thanks to #BookTok—a 14 percent increase compared to 2023. Trends don’t just emerge on TikTok—they spill over from there into everyday life.

Brand Safety as a Foundation of Trust

According to Roland, brand safety is a key priority for TikTok. The platform continuously invests in moderation and control mechanisms to ensure that content is displayed in a trustworthy environment. «Brand safety isn’t a project with an end date—it’s an ongoing process,» says Roland. TikTok works with various tools and partners to ensure that brands appear in contexts that suit them—in a transparent, controllable, and secure manner.

From Meme to Brand

Dr. Fabian Streiff, head of the Office of Economic Affairs for the Canton of Zurich, underscored the fact that TikTok is also taken seriously from an economic perspective. He placed the office opening within the context of Zurich’s evolution—from a traditional financial center to a hub for tech and creative industries. «»Over the past twenty years, Zurich has become one of Europe’s most exciting centers of innovation,’ said Streiff. The choice of location was the result of years of discussions with Switzerland Global Enterprise and other partners. TikTok thus joins a list of global tech players that started small—and today help shape the city’s image.”.

Zurich stands out for its economic stability, high quality of life, and talent from around the world—from ETH and ZHdK to a thriving startup scene. Streiff expressed his conviction: «TikTok brings a creative momentum to the city that goes far beyond entertainment.»

The Creator Economy with Attitude

One of the highlights of the event was a discussion with three creators who couldn't be more different—and yet all found their audience on TikTok:
 
– @alessiadaily: Focuses on humorous observations of everyday life in Swiss German.

@alessiadaily

Yeah, even a little 🇮🇹 I know some Italian too 😂😂😂💪🏽 #foryou # Songs #switzerland #swiss #music #fype Do you know them all??? 🇨🇭

♬ original sound – Asia

– @cedriklorenzen: The 33-year-old food creator, with over 6 million followers, captivates audiences with his «sexy food content»—visually opulent, playfully staged, and executed with technical precision.

@cedriklorenzen

Episode 66 | Teaching Your Next Date How to Cook. # tapioca #mango #coconut A plated version of Es campur with coconut granita, pandan coconut jelly, clear coconut jelly, red bean coconut ice cream, tapioca pearls, strawberries, mango, and coconut pandan milk soup. The ingredient list is below! Taste 8/10, Visuals ??/10. It’s not only colorful but also a wonderful, refreshing dessert that lets you add or remove ingredients as desired. Furthermore, you can also make an even smaller version as a nice, light refreshment for another course. That said, the highlight of this dessert, however, was the red bean coconut ice cream.

♬ La Dueña del Swing – Los Hermanos Rosario

– @charlie.guide: Amanda Weizenegger uses TikTok to advocate for greater inclusion and accessibility as a visually impaired creator—with content that has gone viral all the way to the Paris Olympics.

@charlie.guide

We will keep fighting every day. EDIT: This video has sparked a great deal of anger, sadness, and confusion. And I’m very glad it did. This is how we change the world and have a real conversation about what’s wrong with our society. It’s also important to know that for every terrible person, there are at least five wonderful people. In this video, we’re showing you the dark side of society. This isn’t a problem unique to our country, as the video features scenes from three different countries. This covers a year’s worth of incidents. The videos were filmed in London, Paris, and Switzerland. Our goal is to show you that, sadly, there is mistreatment and a lack of understanding toward people with disabilities no matter where you go. We WILL keep fighting—for our rights worldwide. #disability #accessibility #guidedog # Assistance Dog #service dog #fype

♬ Gratitude (Instrumental) – The Worship Initiative Instrumentals

Cedrik Lorenzen – Between Food, Format, and Attitude

Cedrik Lorenzen—or Cedrik, as his community calls him—embodies a creator who blends indulgence and social media into a cohesive brand. What began with simple recipe ideas has evolved into stylized «Food Theater»: fruit artfully sliced, slow-motion shots of him washing dishes shirtless—but always with a focus on taste, quality, and cinematic perfection. His philosophy: „Funny, sexy, but with substance.“

@cedriklorenzen

I'm having some particularly R-rated thoughts right now, and you seem to be the star. # Beef Wellington #fine dining #yougotserved #fype Notes: – Beef Welly is a lovely dish—quite classic and straightforward. – I cooked it at 190°C/374°F, then reduced the temperature to 180°C/356°F for 25 minutes (followed by a check of the internal temperature), plus additional cooking time with internal temperature checks every 5 minutes. Tips for Making One: 1. Use a thermometer to get the correct reading (do this toward the end of the cooking time). 2. Place your Welly on a preheated baking sheet to ensure a nice, crispy bottom. 3. Remove your Welly 4–5 degrees before reaching your final desired temperature and doneness, as it will continue to cook. Trust me, there’s nothing worse than overcooking it. Spinach Crepe Recipe (makes extra or serves up to 4 people): – 150g water – 150g milk – 2g salt – 2 eggs – 45g spinach – 120g flour Puff Pastry Recipe (makes extra): – 212g water – 14g salt – 75g melted butter – 460g flour – 400g block of butter

♬ Satisfaction – DJ Tokeo

In his talk, Lorenzen emphasized that two figures in particular have influenced him: Australian celebrity chef Neil Perry, who taught him to let ingredients speak for themselves—and British avant-garde chef Heston Blumenthal, who inspired him to experiment with cuisine and infuse his creations with emotion. His goal: to open his own restaurant in Zurich—and, until then, to pursue further creative collaborations with brands, «as long as they demonstrate quality and respect.».

He urged brands not to treat creators as cheap advertising vehicles: «Good content requires trust, creative freedom—and fair contracts.» Many creators work without an agency and rely on being treated as equals. The fact that TikTok strengthens this community culture is, for him, one reason why he feels at home on the platform.

Truly Creative—Even for Brands

TikTok wants to be more than just a platform. The Zurich-based team aims to develop solutions with Swiss brands—solutions that are locally rooted but globally scalable. Swatch was its first client in 2021; today, companies like Onrunning are also on board. For export-oriented brands, TikTok offers access to communities around the globe. At the same time, the focus is on new partnerships—including with media outlets. That’s because TikTok wants to be not only a player in the advertising market in Switzerland, but also a relevant media partner.

Creativity Meets Strategy

What remains after this day? A professional presentation by a platform that is purposefully bringing its disruptive energy to the market—while also demonstrating a willingness to adapt. Combining creator charm, local nuance, and structured business development, an exciting mix is emerging in Zurich—for brands, agencies, media outlets, and institutions that want to make serious use of TikTok.