This new tool of Gen Z's favorite hobby—self exploration— has blown up on TikTok. The Shadow Work Journal.

Stemming from Carl Jung's theories, shadow work propels individuals to "navigate through the uncharted or disowned areas of their personality," often referred to as the 'shadow self.'  The team behind the brand has been running non-stop ads to sell the product. The hashtag #ShadowWork has over 2.3 billion views on TikTok.

#shadowwork has 2.3 billion views on TikTok

The ads describe the Shadow Work Journal as "a tool for this voyage of self-reflection, offering a haven to document and mull over the negative or distressing aspects of one's personality without judgment​." The Shadow Work Journal is yet another hit in the wellness sphere of TikTok and Gen Z mental health content deluge. Perhaps it's not merely a passing hashtag; perhaps the Carl Jung inspired journal really is helping TikTokers explore themselves better.The journal has already updated and expanded into a second edition. And it's currently on Amazon’s nonfiction bestseller list for at least seven weeks.

All in all, the allure of delving into the unknown realms of one’s self and incessantly exploring out psyches encapsulates the era we live in. The Shadow Work Journal is more than a fad; it's an embodiment to our zeitgeist obsession with introspection, echoing through the digital chaos, urging us to continuously look deeper, and deeper, and deeper into the void.

I wonder what Carl Jung would think about that.