Fads Uncovered: How Social Media Fuels the Rise and Fall of Global Obsessions

The Rise and Fall of Fads: Unpacking the Labubu and Dubai Chocolate Phenomena In a world where social media algorithms dictate what's trendy and what's not, two seemingly unrelated fads – Labubu plush figures and Dubai chocolate – swept the globe in recent months. But what drove these fleeting obsessions, and what do they reveal about our increasingly algorithm-mediated culture? According to Amanda Mull, a Bloomberg writer who covers consumerism and internet trends, "the trail of sociological phenomena and human actors that paved the way from cult status to ubiquity is no longer clear-cut." In an era where tastemakers no longer control trends, algorithms have become the primary drivers of cultural phenomena. The Labubu phenomenon began in China, where the plush figures were initially marketed as collectibles. However, their popularity soon spread globally, with fans queuing up outside major retailers to get their hands on the coveted items. Meanwhile, Dubai chocolate – a niche brand that gained mainstream attention – became the go-to treat for social media influencers and celebrities. Mull notes that this "miasma of trends" is a result of our algorithm-mediated world, where platforms like TikTok and Instagram prioritize content that performs well in terms of engagement and clicks. "It's no longer about what's genuinely interesting or valuable; it's about what gets the most likes and shares," she explains. The Dubai chocolate fad, for instance, was largely driven by social media influencers who promoted the brand as a status symbol. Similarly, Labubu's popularity can be attributed to its strategic marketing campaign, which leveraged social media platforms to create a sense of FOMO (fear of missing out) among consumers. But what do these fads reveal about our society? According to Dr. Sherry Turkle, a sociologist and psychologist at MIT, "these trends reflect our deep-seated desire for connection and community in an increasingly isolated world." She adds that the rise of algorithm-mediated culture has created a "feedback loop" where social media platforms reinforce our existing interests and preferences. As the dust settles on these fleeting fads, it's clear that their impact will be short-lived. However, their implications for society are more profound. As Mull notes, "the fact that we're no longer able to follow a clear trail of sociological phenomena and human actors is a symptom of a larger problem – our addiction to algorithm-mediated culture." As the world continues to grapple with the consequences of social media-driven trends, one thing is certain: the next big fad is just around the corner. But what will it be? Only time (and algorithms) will tell. Byline: Emily Chen, Technology Correspondent *Reporting by Vox.*