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Going Viral

The story behind the hit

The Humble Bean Gets a High-End Glow-Up — Photo illustration: Ryan Haskins for Bloomberg Businessweek; Photos: Bold Bean Co. (3); Hey Day (4); Getty Images (2)

The Humble Bean Gets a High-End Glow-Up

The once-lowly legume is finding new fans, thanks to viral TikTok trends, a high fiber and protein count, and loads of new bean startups.

April 7, 2026

April 7, 2026

The Viral Japanese Planner That Has TikTok Getting Organized

The 2026 edition of the coveted Hobonichi Techo sold more than a million copies within months of its release.

The Viral Japanese Planner That Has TikTok Getting Organized

March 6, 2026

March 6, 2026

How Swig Turned Dirty Soda Into a National Obsession

The Utah soda-fountain chain is rapidly expanding in the US thanks to TikTok and a hit TV show.

How Swig Turned Dirty Soda Into a National Obsession

February 24, 2026

February 24, 2026

America’s Love of Ube Is Straining Supplies in the Philippines

Long a staple of Filipino cuisine, the purple yam is all over global menus, and farmers are struggling to keep up.

America’s Love of Ube Is Straining Supplies in the Philippines

February 10, 2026

February 10, 2026

Colostrum Supplement Sales Are Booming, But the Science Is Thin

Celebrity endorsements have driven more than $22 million in US sales, a 3,000% increase from two years earlier.

Colostrum Supplement Sales Are Booming, But the Science Is Thin

January 20, 2026

January 20, 2026

A Global Explosion of Absurdly Spicy Foods

Diners worldwide are seeking out palate-numbing flavors their parents or grandparents would rarely have considered—or even encountered.

A Global Explosion of Absurdly Spicy Foods

December 29, 2025

December 29, 2025

Japan’s Viral Horse-Racing Video Game Has Players Flocking to Real-Life Stables

With more than 30 million downloads, Umamusume: Pretty Derby has generated anime adaptations, live concerts and a new legion of racetrack fans.

Japan’s Viral Horse-Racing Video Game Has Players Flocking to Real-Life Stables

December 18, 2025

December 18, 2025

How the Shiny, Viral Hulken Bag Became a $50 Million Brand

The rolling totes resonated online with makeup artists, caterers and other niche professional audiences before going mainstream.

October 29, 2025

October 29, 2025

Onitsuka Tiger Sneakers Are Winning Gen Z’s Heart

Sales of the 76-year-old shoe brand have taken off amid a global tourism boom to Japan.

Onitsuka Tiger Sneakers Are Winning Gen Z’s Heart

October 22, 2025

October 22, 2025

Why Everything From Perfume to Soap Smells Like Food Now

As demand for products scented like vanilla, pistachio and other edible indulgences soars, some GLP-1 users say there’s a link to their changed eating habits.

Why Everything From Perfume to Soap Smells Like Food Now

October 10, 2025

October 10, 2025

Buldak’s Spicy Ramen Is Riding TikTok Fame to the Top

The South Korean company’s ridiculously spicy instant noodles have been around for more than a decade, but the growth just keeps on coming, thanks to their repeated online fame.

Buldak’s Spicy Ramen Is Riding TikTok Fame to the Top

September 11, 2025

September 11, 2025

How South Korean Salmon Sperm Facials Became America’s Latest Beauty Obsession

Celebrity endorsements and TikTok buzz helped turn injections of fish DNA into a med-spa juggernaut.

How South Korean Salmon Sperm Facials Became America’s Latest Beauty Obsession

August 27, 2025

August 27, 2025

Monchhichi Makes a Comeback Amid Labubu Craze

Gen Z’s obsession with fluffy key chains and stuffies for adults is breathing new life into a 51-year-old Japanese character.

Monchhichi Makes a Comeback Amid Labubu Craze