Limited-edition corn-themed dishes triggered long queues and rapid sell-outs at eateries in Tokyo and Kawasaki City on Aug. 11 [1, 2].
The surge in demand highlights the power of social media trends to influence consumer behavior and drive traffic to traditional establishments.
In Tokyo's Jimbocho district, an old confectionery shop saw crowds gather for a summer-limited corn menu [1, 2]. The offerings included ramen featuring a corn-topped broth, accompanied by corn snacks, and corn-buttered toast [1, 2]. The items sold out quickly as patrons sought to participate in the trend.
Similar patterns appeared in Kawasaki City, where a local bakery experienced a significant shift in customer preferences [2]. Data indicates that over 80% of the bakery's customers visited specifically to order corn-topped toast [2].
This phenomenon is driven by a viral trend on social media identified by the tag “もろ活” (moro-katsu) [1, 2]. The movement encourages enthusiasts to seek out and consume a variety of corn-based products during the peak of the summer season [1, 2].
The trend has turned seasonal produce into a digital event, transforming standard summer menus into must-visit destinations for social media users [1, 2].
“Over 80% of the bakery's customers visited specifically to order corn-topped toast”
The 'moro-katsu' trend demonstrates the 'experience economy' in Japan, where the value of a food item is tied to its social currency and limited availability. By leveraging seasonal ingredients through viral hashtags, small businesses can attract massive, temporary spikes in foot traffic that would otherwise be unreachable through traditional marketing.
