The Recipe for Going Viral: From Online Trends to Home Kitchens 

What makes certain foods popular online, and why do so many people want to recreate them? 

From elaborate desserts to simple weeknight meals, recipes shared on social media are influencing what people choose to make in their own kitchens. Through cooking videos, creator recommendations and shared recreations, certain foods can attract international attention and inspire viewers to try them for themselves. Dubai chocolate is one example. Created in Dubai in 2022, the pistachio-filled chocolate bar gained worldwide attention after a ⁠TikTok video went viral in December 2023. 

Why people want to try viral recipes 

Curiosity is often part of the appeal, but popularity itself can also influence what people want to try. A recipe that initially seems uninteresting may become more appealing as viewers encounter different people preparing, tasting and recommending it. Seeing familiar creators participate can add to that interest, particularly when ⁠audiences feel connected to the people they follow. 

Trying a popular recipe can also be a way to participate in a shared experience. People may want to compare their results, share their opinions or simply experience something they have seen others enjoying. For some, the process of recreating a recipe can be just as entertaining as watching the original video. 

Enjoyment is not the only factor that matters. Recipes that ⁠appear manageable can also increase viewers’ confidence in preparing them at home. When a recipe looks enjoyable and achievable, viewers may feel more encouraged to try making it themselves. 

How recipes gain popularity 

Unlike many forms of online entertainment, recipes invite people to participate rather than simply watch. A viewer might recreate a dish, change an ingredient or share their results, introducing the recipe to another audience in the process. As more people contribute their own versions, the trend can develop beyond the original creator’s post. 

Social media algorithms can introduce popular cooking videos to new audiences by recommending content based on users’ interests and engagement. ⁠Research into TikTok’s influence on food behaviours also highlights the role of influencers in shaping food-related interests and encouraging participation. 

Presentation matters, too. Interesting ingredients, creative techniques and ⁠visually appealing food content can capture attention and encourage people to engage with a post. Together, these qualities can help certain recipes stand out among the countless food videos shared online. 

Beyond the original recipe 

Dubai chocolate shows how far a food trend can travel. After gaining attention online, the chocolate inspired homemade recreations and products from major food brands. Its influence continues in 2026, with businesses introducing chocolate bars, drinks and other products based on the trend, as discussed by the ⁠Michigan Journal of Economics. 

Viral recipes may come and go, but their influence extends beyond the time they spend circulating online. They shape what people become curious about, what they choose to make in their own kitchens and how they discover new foods through social media. Sometimes, all it takes is one recipe to turn a few seconds of watching into an afternoon in the kitchen.