Prepared by: Muhammad Iqbal Bin Abu Mansor

Office of The Deputy Dean (Postgraduate, Research, And Innovation)

Executive Officer 4

Faculty of Food Science and Technology,

Universiti Putra Malaysia

   The phenomenon of viral food cannot be separated from the profound influence of social media in our daily lives. Social media not only introduces new foods but also shapes preferences and trends that can have a significant impact on the food industry. Several psychological and sociological factors explain why certain foods go viral, including appealing visuals, the excitement of trying something “unique,” and the sense of desire created by social media.

   From a psychological perspective, humans are naturally attracted to visually appealing images. Photos or videos of colorful, creative, or unusual foods with unique textures are more likely to capture public attention. The appearance of such foods sparks curiosity, encouraging individuals to try something new. According to psychological theory, curiosity is a powerful drive that motivates people to seek new experiences and satisfy their desire to taste new foods.

   In addition, social media plays an important role in creating excitement around certain foods. When someone sees their friends or influencers trying something new and interesting on social media, they feel a social urge to join the same trend. The factor of “FOMO” (Fear of Missing Out) also plays a role, where individuals feel compelled to try viral foods because they are afraid of being left behind or not keeping up with current trends.

   From a sociological perspective, the “foodie” culture has grown rapidly on social media, where people share their dining experiences as a form of social identity. Viral foods are often closely linked to popular culture, shaping an individual’s social identity through what they eat. This influence can be seen when certain viral foods become symbolic, especially when shared by celebrities or influencers.

   Overall, the phenomenon of viral food on social media is not merely related to taste and food quality, but is also closely connected to psychological and sociological factors that shape consumers’ desires and tendencies to try something new.

References:

• Vohra, A. (2025, July 29). The Impact of Social Media on Food Trends. Food & Hospitality Asia. https://www.foodnhotelasia.com/blog/fnb/social-media-food-trends/
• Rini, L., Schouteten, J. J., Faber, I., Bom Frøst, M., J A Perez-Cueto, F., & De Steur, H. (2023). Social media and food consumer behavior: A systematic review. Trends in Food Science & Technology, 143(0924-2244), 104290. https://doi.org/10.1016/j.tifs.2023.104290
• Rozin, P. (2019). Why We Know So Little About the Psychology of Eating in Humans. Springer EBooks, 1–20. https://doi.org/10.1007/978-3-319-75388-1_127-1

Date of Input: 04/03/2026 | Updated: 04/03/2026 | nurulizzah