In late February, Huiyuan, one of China's most famous juice manufacturers, promoted a limited edition coriander juice. Before people can absorb their shock, Pizza Hut has released a second batch of cilantro-flavored pizzas topped with Century Egg and cilantro lemonade.
Love it or hate it, coriander is one of those things that gets talked about every time it pops up on social media. February 24th is the annual International Coriander Hate Day (IIHC Day). Starting in 2022, it will be the day in China for brands to capitalize on the herb's viral power. But how did its meme-like popularity come about?
IIHC Day marks the day brands seek to leverage the viral power of herbs in China
Coriander, also called coriander in some regions, is an aromatic herb that typically appears in Asian, Latin American, and some European cuisines. However, it has a unique aroma and taste, which some people don't like. Research shows it's probably genetic, as mutations in a particular gene called OR6A2 in humans cause different responses to plant smells and tastes.
When did it start?
IIHC Day, on the other hand, began in 2013 when a Facebook group called “I Hate Cilantro'' decided to set up a day to commemorate their mutual dislike of cilantro. The group, which at one time had 200,000 members from around the world, has since decided on its dates.
In China, events continued at a slower pace. According to DT Business Observer, cilantro-flavored products are everywhere, and 2016 even saw the arrival of Joe Malone's perfume, but 2020 was the year cilantro became popular on social media. But it was mainly about celebrities' predilection for the herb, including actor and singer Wang Yibo.
In August 2020, dairy giant Yili's yogurt brand Ambrosial launched coriander yogurt to celebrate brand ambassador Wang's birthday. On Weibo, China's equivalent of Twitter, “Coriander Flavored Yogurt'' (#xiangsaitashuu#) became a hot topic. Obtained 230 million views in just 1.5 days. Snack brands Daishi and Laiyifen, of which Mr Wang is also a brand ambassador, launched coriander-flavored crisps and crackers, respectively.
Both the delay and the explosion of interest are, ironically, perhaps due to the prevalence of this herb in Chinese cuisine.
It wasn't until 2022 that brands started using IIHC Day to sell limited-time cilantro-flavored products. Both the delay and the explosion of interest are, ironically, perhaps due to the prevalence of this herb in Chinese cuisine.
Who did what?
McDonald's, an early adopter of IIHC Day, launched a limited edition cilantro sundae in February 2022. With a limited time release of just 6 days, the tag “McDonald's Cilantro Sunday'' reached his 2.15 million views. On the lifestyle platform Xiaohongshu (RED).
IIHC Day (#World Insanity Day#) I was able to #15 on hot search list Over 300 million views on Weibo, Not all coriander related campaigns are related to this day. In May 2023, Baixiang launched coriander instant noodles. From the herbal juices in the noodles themselves to the freeze-dried whole coriander, we boast the ultimate coriander experience, packed with 5 plants worth of herbs. The release was a collaboration between Noodle Maker and TikTok's Chinese sister app Douyin. Naturally, this noodle included viral topics that encouraged content creation. With the participation of Douyin influencers, the brand launched a one-day offline pop-up restaurant in Guangzhou.
Pizza Hut's first cilantro pizza was launched in October last year. It was a pork ear cilantro pizza. Sliced pig's ears and century eggs are both popular in Chinese salads, and cilantro is one of the commonly used garnishes. Both toppings seem outrageous at first, but Pizza Hut had a clear culinary logic when coming up with the recipe. However, some netizens complained that although they like coriander, they can't stand century eggs.
All this aside, Huiyuan's coriander juice is expected to be released in late March or early April this year. Because that's the best season for herbal juices.
How can brands capitalize on controversial flavors?
There are two debatable flavors. One is as innovative and unconventional as you can imagine the taste to be, like the Dongpo Pork Latte that Starbucks launched to celebrate Lunar New Year in January. This type of unlikely combination usually focuses on shock value. It's a common combination, but in the end it may not be accepted as anything more than a novel product.
Another type to which coriander belongs is divisive. Some topics, such as the difference between North and South, almost always spark heated debates. Dango and tangyuan rice balls, which celebrate the winter solstice and Ritto setki, are among the classics that have made a comeback this year. Due to genetic differences in coriander, there will always be pros and cons. Such topics are almost certainly of interest because of the built-in controversy at the molecular level.
Such topics are almost certainly likely to be involved, as they incorporate controversy at the molecular level.
Of course, modern cilantro products incorporate modern first-class processing to maintain the wow factor. Limited editions, influencers, and pop-up events that sell out quickly can also help garner engagement. Also, like any collaboration, an innovative flavor must be accepted by most people to be successful, and McDonald's sundaes and Pizza Hut pizzas both achieved that. Brands are also experimenting with other controversial ingredients for inspiration, including the jergen herb, the chameleon plant (also known as dokudami, fishmint) and Beijing's sweet-scented mung bean milk “Douji”. . But they are not as well known as coriander, division is not as essential as genetic variation, and some are objectively awful.
These efforts may end up being nothing more than a novelty. It might be enough if all a brand needs is some viral discussion, but some creativity in making a product that's fun (at least to some people) may help maintain interest. It is precisely for this reason that Pizza Hut was able to launch two cilantro pizzas four months apart. The best outcome for a brand should be to create innovative products that remain seasonal staples, like Starbucks' Pumpkin Spice Latte.
