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2h ago

Viral '12 Grapes' New Year's Ritual Fuels Sellouts as Retailers Package the Tradition

Rooted in Spain, the custom has been recast on social media as an intention-setting rite.

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Drones light up the night sky to celebrate the new year in Busan, South Korea. To mark the occasion, many longtime rituals, like eating grapes under a table or tossing lentils, have been given new life on social media.

Overview

  • Quick-commerce services in India reported depleted grape inventories on Dec. 31 as the trend peaked, echoing Blinkit's record single-day grape orders a year earlier.
  • Tesco launched a prepackaged 12-grape set for £1.25 (£1 with Clubcard), drawing both enthusiastic buyers and criticism about consumerism.
  • A Bolton nightclub sold £10 packs so patrons could join the ritual on the dancefloor, reflecting venues’ push to turn the fad into an experience.
  • Local sellers in Visakhapatnam described sudden demand, temporary online stockouts and higher prices for certain varieties as young people rushed to participate.
  • Many participants describe the practice as a mental focus exercise rather than magic, even as social-media twists—like eating under a table to manifest love—spread alongside cautions about choking when racing the clock chimes.