When it comes to shaping consumer behaviour, pop culture holds major sway — and nothing proves this better than HBO’s The White Lotus.
Set against the backdrop of sun-drenched luxury resorts, the show’s Thailand-based third season hasn’t just got us dreaming of island escapes — it’s also had a very real impact on our dinner plans.
According to new data shared by The Guardian, Thai takeaway orders in the UK have risen by 25%, with restaurants linking the spike to the popularity of The White Lotus. Whether it’s a craving for Pad Thai or a newfound love of green curry, it’s clear viewers are bringing the destination home — one order at a time.
The White Lotus Effect
Of course, “The White Lotus effect” isn’t new. The show’s previous seasons triggered travel booms in Hawaii and Sicily, with fans flocking to the real-life settings after each release. But while luxury getaways may be out of reach for many, food offers a more accessible entry point — a way to tap into the escapism from the comfort of your own sofa.
The trend has even gone viral, with UK fans coining the term “White Lotus Mondays”, documenting their Thai takeaway rituals alongside each new episode.
And, The White Lotus isn’t the only pop culture powerhouse influencing market trends. Here’s a look at how other shows and films have stirred up sales.
From Screen Time to Snack Time
- Emily in Paris: Whether you love it or love to hate it, Emily in Paris has had a tangible impact on our food shopping. Following the release of the fourth season, Aldi reported shoppers stocking up on Camembert, Bordeaux wine and Sud de France rosé to toast the return of the cult show – with sales of these products boosted by a third.
- Stranger Things: Stranger Things has had a massive impact on pop culture, and its influence even extends to the frozen waffle industry. In 2017, Eggo waffle sales spiked following the release of Stranger Things season 2, thanks to the character Eleven’s obsession with the iconic snack.
- Ted Lasso: Ted’s shortbread biscuits sparked a trend for home baking and a surge in demand for artisanal shortbread. Bakers quickly jumped to create their own takes on the treat, while Uber Eats even offered fans the chance to indulge in the biscuits themselves with a special promotion for the launch of Season 2.
The Impact of Screen Tourism
- Game of Thrones: Croatia, Northern Ireland and Iceland all experienced a tourism boom thanks to the fantasy series. Dubrovnik in particular – the stand-in for King’s Landing – became a must-visit spot, with themed tours and travel packages to match.
- The Sound of Music: With 300,000 visitors coming to Salzburg almost exclusively because of The Sound of Music, the city has become a prime example of screen tourism. The film’s iconic scenes—shot in picturesque locations like the Mirabell Gardens and the Alps—have drawn fans from around the world, eager to relive the magic of the movie.
- Lord of the Rings: New Zealand is still seeing the impact of The Lord of the Rings franchise. For years, it was the top example of film-driven tourism, with entire travel campaigns focused on Middle-earth. According to the general manager of Western long-haul markets for Tourism New Zealand, the country experienced a 50% increase in visitors in the decade after the first film was released.
Fashion and Other Hobbies
- Top Gun: Beyond thrilling audiences with aerial combat, the original Top Gun sparked a fashion trend with many wanting to copy Maverick’s bomber jacket and aviator sunglasses. Sales of aviator-style shades reportedly surged by 40% following the film’s release.
- Bridgerton: After the success of Bridgerton on Netflix, Regency-era fashion saw a major comeback. Online fashion retailer Lyst dubbed the trend “Regencycore”, reporting that searches for corsets, pearl and feather headbands, long gloves, and empire-line dresses all surged following the popularity of the show.
- The Queen’s Gambit: After the Netflix series aired, chess set sales jumped by 87% in the US, and chess book sales rose by a crazy 603%, according to research firm NPD Group.
Why This Matters for Brands
What these examples show is that pop culture not only reflect trends – it creates them. For marketers and brands, there’s huge value in spotting these moments early and aligning campaigns accordingly. Whether it’s a timely tie-in, themed product drop or simply leaning into the mood of the moment, tapping into pop culture can offer a shortcut to relevance and resonance.
And as The White Lotus proves, sometimes a single well-placed series can do more for a sector than a multi-million-pound campaign.
Keen to read more about movies and marketing? Check out our blog Bridget Jones Returns: Why Nostalgia Sells.
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Sources
Blog Cover Photo: kzenon/istockphoto.com.
https://www.getreading.co.uk/whats-on/whats-on-news/ted-lasso-biscuits-available-launch-21791750
https://www.luxtimes.lu/luxembourg/salzburg-finds-big-business-in-sound-of-music/1256337.html
https://variety.com/2020/digital/news/queens-gambit-chess-sets-books-sales-1234839925
