Luxury-meets-drive-thru contrast creates instant shareability and conversation.

Fast food goes “luxury meme”: McDonald’s drops limited, free McNugget Caviar kits that pair nuggets with real sturgeon caviar and crème fraîche, designed for social video punchlines and Valentine’s buzz.

Ritual eating in a “lucky direction” turns a simple sushi roll into a seasonal must-buy.

Seasonal searches for “ehomaki” and the year’s lucky direction spike around Setsubun (Feb 3), pushing supermarkets, convenience stores and sushi counters to sell ready-made futomaki. Social videos explain the no-talking, face-the-direction ritual.

Cooking meets drinking; the recipe becomes the punchline and the shareable hook.

Drink-and-cook entertainment formats are resurfacing as a discovery channel for recipes. Humor, guests, and chaos-first storytelling make the cooking steps feel instantly shareable.