About

The Hard Launch Trend is a TikTok meme trend in which users film themselves under the caption "hard launch," as if they're about to "hard launch" their relationship (a term for revealing a new relationship), then cut to something they love that is not another person, joking that they are in love with the subject. The trend, set to "Spring Into Summer" by Lizzy McAlpine, was popularized on TikTok in mid-to-late April 2025.

Origin

The exact origin of the hard launch trend is unconfirmed. The earliest known example was posted on March 18th, 2025, by TikToker^[1] @definitely.savray in which she films herself under the caption "hard launch" followed by footage of two bottles of alcohol, garnering over 1.7 million views in a month.

"Hard launch" is a term used in reference to announcing something, often a relationship, to everyone.

Spread

The trend garnered viral spread over the following weeks. On April 5th, 2025, TikToker^[2] @jesuscolon_ posted a video with the description "My casual 12 year relationship" that begins with her face under the caption, "hard launch." She then cuts to footage of her playing Farmville on her iPad. The video gained over 2.2 million views in two weeks.

On April 11th, TikToker^[3] @bjarkobitch posted a version of the meme in which she shows her friends snuggling in bed with her while hungover, garnering over 3.3 million views in about two weeks.

On April 20th, 2025, TikToker^[4] @queenomggirl234 posted a video in which she hard launches her relationship with Taco Bell, garnering over 3.2 million views in three days.

On April 22nd, TikToker^[5] @a.j.befumo, A.J. of Costco Guys fame, posted a video following the trend in which he "hard launches" his relationship with the double-chunk chocolate cookie, garnering over a million views in a day.

Various Examples

Search Interest

External References