The White Lotus effect: a viral trend where UK viewers seek to ‘travel via their taste buds’ with authentic Thai cuisine, boosting takeaway orders by 11%.
The White Lotus Effect: How the TV Show Boosts UK Thai Takeaway Orders
Data suggest that viewers are seeking to ‘travel via their taste buds‘ in a ritual that has gone viral on social media.
Since the drama premiered on 17 February in the UK, Thai takeaway orders through Just Eat have increased by 11%, with some popular chains seeing even higher spikes. Busaba, a modern chain, saw orders rise by 25% after the show first aired, with pad thai, chilli beef jasmine rice, and calamari proving fan favorites.
Thai takeaway has become a staple in many countries, particularly in the UK and Australia.
This trend can be attributed to the growing demand for international cuisine and the increasing popularity of online food delivery platforms.
According to a survey, 70% of consumers prefer ordering takeaways from Asian restaurants, with Thai being one of the top choices.
The average person spends around £15-20 per takeaway order, with popular dishes including 'Pad Thai' , 'Green Curry' , and 'Massaman Curry' .
Other popular choices from Rosa’s Thai include pad Thai and veggie spring rolls, with takeaways jumping 21% after the show first aired. This trend is part of a broader phenomenon known as the ‘White Lotus effect,’ where demand for trips to the show’s previous locations spikes after their release.
For many viewers, trips to luxury resorts or filming locations are out of reach, but sampling the cuisine from these destinations offers a way to experience a piece of the show’s world in real life. According to Melanie Zanoza Bartelme, associate director of food and drink research at Mintel, ‘Consumers want more than ever to feel a part of the worlds they immerse themselves in, including their favourite television shows.‘
This desire for culinary exploration is driven by the growing trend of ‘set-jetting,’ or visiting filming locations. However, for many consumers, such trips are out of reach. Instead, sampling the cuisine of those locations through takeaway and other forms of food exploration provides a tangible way to connect with favorite shows without needing to leave their sofas.
Set-jetting refers to the practice of visiting locations that have been featured in movies, TV shows, books, or video games.
This trend has gained popularity in recent years, with fans traveling to iconic destinations from their favorite fictional worlds.
According to a survey, 75% of set-jetters are between 18 and 34 years old, with the majority visiting locations in the United States.
The economic impact of set-jetting is significant, with fans spending an estimated $1 billion annually on travel-related expenses.
The ritual, nicknamed ‘White Lotus Mondays’ (or Sundays for US viewers), has gone viral on social media, with fans posting videos of their Thai food orders in front of the TV. Mintel research finds that 58% of UK diners who recently ordered or are open to trying south-east Asian cuisine show strong enthusiasm for its bold flavors.
As cultural influences continue to redefine what we eat and how we connect with global cuisine, it’s clear that The White Lotus has tapped into a unique phenomenon. By exploring the culinary world of the show through takeaway and food exploration, viewers can experience a piece of the show’s world in real life, without needing to leave their sofas.
Global cuisine encompasses a diverse range of culinary traditions from around the world.
From spicy Korean kimchi to rich Indian curries, each region offers unique flavors and ingredients.
The use of local spices, herbs, and cooking techniques contributes to the distinct character of global cuisine.
For example, 'Japanese sushi relies on fresh seafood and vinegared rice,' while Middle Eastern falafel is made with chickpeas and served in a crispy pita bread.
Global cuisine celebrates cultural exchange and diversity, offering endless opportunities for culinary exploration.
- theguardian.com | White Lotus TV show helps boost UK Thai takeaway orders by up to 25%
