"Put This in Watermelon?" Shocked... Why 'MZ Recipes' Are Going Viral on SNS

Seasonal Recipes Captivate Millennials & Gen Z
'Watermelon Ice Cream' Craze Takes Off
Adapted Recipes Spread According to Personal Tastes

A culture of enjoying seasonal ingredients in new and creative ways, rather than simply eating them as they are, is spreading. In particular, as content featuring recipes that have gone viral on social media and short-form platforms spreads rapidly, not only "what to eat" but also "how to eat" has become an important aspect of food consumption.

A culture of enjoying seasonal ingredients in unique ways rather than eating them as they are is spreading. Getty Images

'Whole Watermelon Sorbet' Goes Viral on SNS... A Flood of Creative Recipes

Recipes for "watermelon ice cream" and "whole watermelon sorbet" using watermelon, the quintessential summer fruit, are gaining popularity.

The key is to cut the watermelon in half, scoop out some of the flesh, and freeze the entire fruit. Then, by pouring in milk and stirring with a spoon, the frozen fruit transforms into a soft, ice cream-like texture. The process, reminiscent of rolled ice cream, adds a unique fun factor, and the fact that it can be made easily without any special additives has helped it spread by word of mouth.

There are many videos on YouTube showing how to make Tongkawil Sorbet and its various recipe adaptations. YouTube screenshot

Originally popularized overseas, this recipe quickly spread on Instagram and TikTok. Starting with watermelon, creative adaptations using various fruits such as melon, mango, and dragon fruit have emerged in quick succession. Some combine melon with melon-flavored milk or add strawberry milk to watermelon, experimenting with a wide variety of ingredient combinations to suit individual tastes.

On YouTube and other platforms, related videos continue to be uploaded, racking up millions of views. As these recipes are repeatedly featured, users recreate them and then share the results again on social media, fueling the ongoing trend. Actual posts often include phrases such as "This recipe has taken over my algorithm lately" and "It kept popping up, so I finally bought the ingredients on my way home from work."

'Seasonal Core' Craze Led by Millennials & Gen Z... Beyond Simple Reviews to the Joy of the Process

The photo is not directly related to the content of the article. Photo by Jinhyung Kang

This phenomenon is seen as an extension of the "Seasonal Core" trend. "Seasonal Core" refers to a lifestyle where people actively consume seasonal ingredients or enjoy hobbies unique to a particular time of year. In the spring of this year, spring greens bibimbap and garlic stem bibimbap were popular, and in the summer, whole watermelon sorbet is continuing the trend.

According to a survey conducted by the market research firm Trend Monitor in October last year, "eating seasonal fruits, vegetables, or seasonal foods" ranked among the top three preferred activities in all four seasons. As a result, a culture of seeking out and enjoying new seasonal foods and recipes as the seasons change has become established.

In particular, Millennials & Gen Z are leading the Seasonal Core craze. In the survey, 54.9% of all respondents said they now go out of their way to seek out experiences that can only be enjoyed in certain seasons, but the percentages were even higher among those in their 20s and 30s, at 64.5% and 60.5% respectively, the highest among all age groups.

Additionally, as consumers reinterpret ingredients themselves to create new recipes and share them via social media, it is seen as overlapping with "prosumer" culture. "Prosumer" is a combination of "producer" and "consumer," referring to consumers who not only purchase products but also participate directly in the production process or content creation. In this context, content that showcases the process of making and enjoying food, rather than just reviews or taste tests, is becoming a new form of consumption on social media.

This content was produced with the assistance of AI translation services.