If June’s trends were defined by tropical flavors and online innovation, July 2025 delivered an eclectic mix of pop culture virality, rediscovered classics, and global culinary celebrations. From a humble Indonesian iced coffee honored by Google to a Love Island star inspiring a Google Easter egg, this month’s top food and drink trends spanned continents and genres. Social media continued to amplify niche ingredients (even offal found new life on TikTok), while seasonal traditions and viral challenges turned traditional dishes into trending topics. Below, we break down 10 standout July food and beverage trends, examining what they are and why they surged in popularity – with links and videos where available for a deeper dive.
1. Seafood Noodles CM – When Commercials Go Crave-Worthy
In July, a Japanese TV commercial for instant seafood noodles became an unexpected internet sensation. Featuring slow-motion shots of slurpy noodles, sizzling seafood toppings, and that signature cloud of rising steam, the ad struck a perfect balance between food porn and ASMR. What truly made it viral, though, was the over-the-top dramatization: a cinematic orchestra score, close-ups of squid tentacles glistening in broth, and a punchy tagline delivered like a movie trailer. TikTokers quickly turned clips from the CM into memes, parodying its intensity or reacting with genuine cravings. YouTube commenters called it “the most dramatic noodle ad ever”. As heatwaves swept parts of Asia, viewers reported a spike in actual purchases of seafood ramen – even if they had to eat them chilled. The trend highlights how a well-produced food commercial, when amplified by social media humor and timing, can become a full-blown craving machine.
2. “Feel Free” Kava Drink – Wellness Tonic or Troubling Trend?
A blue bottle called Feel Free promised a “natural high” and became a viral wellness trend – until users sounded the alarm. Feel Free is a non-alcoholic herbal drink containing kava and kratom, marketed as an “all-natural” stress-reliever and alcohol alternative. Throughout July, TikTok and YouTube were flooded with reviews and warnings about this drink. Influencers initially praised it for providing a mild euphoria, but soon firsthand accounts of dependence began trending. Users reported opioid-like withdrawal symptoms – headaches, fatigue, even shaking – if they skipped their daily bottle. In fact, class-action lawsuits have been filed alleging the manufacturer misled consumers about its ingredients and addictiveness. The buzz peaked after a TikToker’s exposé (with millions of views) described “brutal withdrawal” and urged others to be cautious. This prompted a broader conversation on wellness products containing unregulated substances. Why is it trending? It’s a perfect storm of social media virality and health concerns. As more people seek alcohol-free mood boosters, Feel Free tapped into the sober-curious market – but its growing popularity revealed a risk of dependency that has many comparing it to the very substances it aimed to replace. In July, major news outlets and even the Guardian highlighted that kratom-based drinks like Feel Free are “becoming more popular… but studies show a risk of dependency”. The trend here is twofold: the continued craze for functional, mood-altering beverages, and a rising consumer backlash demanding transparency and safety in the wellness industry. (For a closer look, see this CBS News segment on Feel Free’s addictive potential or a YouTube investigation titled “This Wellness Trend Is Actually a Super Addictive Substance.”)
3. Lawson “Morisugi” – Japan’s Convenience Store Goes Overboard
The phrase “盛りすぎ” (morisugi), meaning “too much,” dominated Japan’s snack scene in July thanks to Lawson’s wildly popular limited-time campaign. The convenience store chain launched a special line of overloaded items — from heaping karaage bentos and super-sized puddings to desserts with double layers and more-than-generous toppings. What made the trend explode was its visual absurdity: photos and videos showing trays barely able to contain the food, leading to captions like “Is this even legal?” Social media ate it up — literally and figuratively — with users rushing to Lawson stores to test the limits of excess. TikTokers turned the campaign into challenges (“Can you finish a 盛りすぎ meal?”), while food reviewers praised the quality and value. The campaign tapped into Japan’s love for seasonal novelty and humor-driven marketing, proving that when it comes to virality, bigger is sometimes better.
4. “Amaya Papaya” – A Viral Catchphrase with a Fruity Twist
One of July’s surprise trending terms was “Amaya Papaya,” the nickname of Love Island USA contestant Amaya Espina. This trend wasn’t about the tropical fruit itself, but rather a pop culture moment that Google turned into an Easter egg. During the season, Amaya charmed viewers by singing a goofy self-empowerment song in the mirror, earning the affectionate moniker “Amaya Papaya.” Fans began quoting her catchy line, and on July 9 Google joined the fun – when anyone searched “Amaya Papaya,” Google displayed her quote with a little papaya emoji on the results. This delightful surprise from Google sent fans flocking to repeat the search, causing a huge spike in “Amaya Papaya” queries. Essentially, Google itself helped make it trend by celebrating a viral reality TV moment in real time. The company noted it enjoys highlighting iconic pop culture quotes as hidden treats for users. The result: a Love Island inside-joke crossed over into mainstream internet culture. Why it matters: It shows how food-related slang or names (even coincidental ones) can ride the wave of entertainment trends. Here the word papaya – a sweet fruit – became shorthand for a beloved personality trait: Amaya’s sweetness and humor. Restaurants and bars even jumped on the trend, hosting Love Island watch parties with papaya-themed cocktails (one bar’s “Team Amaya Papaya” drink sold out in minutes). It’s a reminder that in 2025, food and pop culture are deeply entwined – a person’s nickname can drive searches for a fruit, and a fruit can become a meme for confidence. In Amaya’s own words, “I never said I was perfect… but at least I’m pretty,” and indeed her viral confidence proved pretty effective at getting everyone to talk about papayas (even if just in name).
5. “Soda Pop” K-Pop Challenge – When Music and Drinks Mix
Not actually about fizzy soda, “Soda Pop” refers to a K-pop song and dance that took social media by storm in July. Soda Pop is the breakout song from K-Pop Demon Hunters, a Netflix animated film released June 20. In the movie, a fictional boy band (the Saja Boys) performs “Soda Pop,” a ridiculously catchy bubblegum pop track. By early July, the song had escaped the screen and sparked a viral TikTok dance challenge – thousands of teens (and even grandmas!) filmed themselves performing the peppy “Soda Pop” choreography in malls, parks, and living rooms. The trend gained international traction: a Vietnamese dance crew’s “Soda Pop” performance on YouTube gained over 20 million views, and K-pop cover groups around the world jumped on the hype. The hashtag #SodaPopChallenge was flooded with colorful outfits and high-energy moves, often with actual sodas prop-wise. Why all the fizz? This trend perfectly illustrates cross-media influence – an animated film soundtrack can birth a real-world dance craze. The song’s title and lyrics revolve around fun, fizzy soda imagery, which gave brands an opening: some beverage companies cheekily used the song in ads, and cafes offered “Soda Pop specials” (bright, bubbly drinks) to attract TikTokers. In essence, a fictional drink-themed song created a tangible mini–food trend, blurring the line between virtual and real. It shows how quickly Gen Z can latch onto a feel-good phenomenon and make it part of their lifestyle. And for July 2025, “Soda Pop” was the flavor of the month – a trend as effervescent and fast-rising as a freshly opened soda can.
6. Chess Pie – Old-Fashioned Dessert Finds New Fans
A classic Chess Pie – a simple Southern custard pie – suddenly found itself in the spotlight as curious bakers gave it a try.
The American South’s beloved chess pie (a dense, sweet custard pie) experienced an unexpected surge in Google searches and kitchen experiments this month. This centuries-old dessert, made from pantry staples like butter, sugar, eggs, and a bit of cornmeal, isn’t new at all – but for many people it was new to them. So, why the uptick now? Credit a viral puzzle and a dose of nostalgia. On July 22, the New York Times’s popular Connections game and other word puzzles featured “Chess pie” as an answer, leaving players stumped – and reaching for their phones. Reddit threads filled with people asking “What is chess pie?”, with helpful Southerners explaining “it’s a custard pie… very sweet, like a pecan pie without the pecans”. This spike in curiosity led countless home bakers to discover (and post about) chess pie for the first time. The simplicity of the recipe (essentially “sugar, butter, eggs – and lots of it!”) combined with its novelty outside the South turned it into a mini baking trend. Food bloggers jumped in, touting chess pie as “the best summer dessert you haven’t tried”. Meanwhile, on TikTok, creators shared 60-second chess pie tutorials, and #ChessPie garnered millions of views as people marveled at the caramelized, crackly top that forms on this pie’s surface. In short, a puzzle-induced Google trend reminded the world of a forgotten classic. By marrying the old-fashioned with the new (social media), chess pie proved that sometimes heritage foods can become hot again overnight. Don’t be surprised if it shows up on trendy restaurant menus soon – it’s the kind of authentically simple comfort food that never really goes out of style.
7. Offal Revival – Nose-to-Tail Eating Goes Mainstream
Long considered a hard sell, offal (organ meats) made a buzzworthy comeback in July, thanks to a mix of economic and social drivers. Chefs and adventurous home cooks alike are proclaiming “offal isn’t awful” and encouraging others to give heart, liver, tongue, and more a try. Several factors converged to push offal into trending territory. First, sustainability and cost: with meat prices soaring, using the “odd bits” is both budget-friendly and eco-friendly, leading more people to embrace nose-to-tail cooking. Second, TikTok challenges turned eating organ meats into social media content – the hashtag #OffalEats and an “Offal Challenge 2025” saw users daring each other to cook dishes like liver stir-fry or grilled heart, often with surprisingly positive reactions. In one viral clip, a skeptical teen tries beef tongue tacos and exclaims, “This slaps!” Meanwhile, food commentators note that many world cuisines have always loved offal: French pâté (liver), British haggis, Filipino sisig (pig’s face), Japanese yakitori hearts, to name a few. Now these traditions are being rediscovered by a wider audience. Why now? It aligns with the larger trend of resourceful cooking and interest in authentic global flavors. Even Martha Stewart’s team predicted organ meats would be “everywhere in 2025”, highlighting that offal offers extra nutrition (iron, protein) and inspires creativity in the kitchen. Indeed, some meat producers are blending organ meat into ground beef or turkey to ease new consumers in. All July, think-pieces extolled offal’s virtues while recipe searches for things like “air-fryer chicken liver” or “kidney pie” ticked up. Once considered fringe, offal is edging closer to culinary mainstream – a trend driven by both practicality and a generation of eaters eager to explore the full animal, Instagram it, and perhaps say they’ve conquered a food fear. (After all, in the era of zero-waste ethos, nothing goes to waste – not even the guts.)
8. Goya Champuru – Beating the Heat with Bitter Melon
July’s sweltering heat had people searching for cooling remedies, and many in Japan (and beyond) turned to a traditional dish: goya champuru. This Okinawan stir-fry made with goya (bitter melon), tofu, egg, and pork is famed for its health benefits and seasonality. Goya (also called bitter gourd) peaks in summer, and Okinawans believe it helps withstand high temperatures. This year, interest in goya champuru spiked outside Japan as well – likely due to a combination of cultural promotion and curiosity for functional foods. Okinawa’s tourism boards and food bloggers shared recipes highlighting goya’s rich Vitamin C and potential blood-sugar-lowering properties. On TikTok, Japanese creators started a #GoyaChallenge, playfully daring foreigners to try the intensely bitter vegetable. Many rose to it, filming their reactions (scrunched faces turning to smiles as the acquired taste grew on them). Search trends showed a rise in queries for “bitter melon recipes” and “what does goya champuru taste like?”. Even the Japanese convenience store Lawson introduced a limited-time goya champuru bento, which sold out in hours in Tokyo. Timing is key – Okinawa traditionally celebrates a “Goya Day” in July, and indeed goya are in season from July through September, making them a popular component in Japanese summer dishes. That message spread, and health enthusiasts abroad wanted in. They learned that bitter is the flavor of health in many cultures. By late July, we saw goya champuru on menus of some trendy Asian-fusion restaurants in London and LA, marketed as a “summer superfood stir-fry.” The trend speaks to our growing willingness to explore less familiar produce and the elevation of regional recipes (like this Okinawan staple) to global status. In essence, goya champuru’s moment in the sun shows how a dish perfectly suited for its climate can capture imaginations worldwide when wellness and culinary adventure intersect.
9. Mazamorra Morada – Peru’s Purple Power Dessert
One of the most eye-catching trends of the month was mazamorra morada, a sweet Peruvian purple corn pudding. This deep purple dessert – made by simmering purple maize with fruits, spices, and starch – has been enjoyed in Peru for generations, but in July it found a new international audience. Why? Fiestas Patrias (Peru’s Independence Day on July 28) likely played a role, as Peruvians at home and abroad prepared traditional sweets in celebration. Social media amplified it: a few viral Instagram reels showed the mesmerizing process of purple corn kernels turning a pot of liquid a vivid violet, with captions like “Purple Reign: You need to see this!” Foodies were intrigued by the color and story – this dish dates back to Inca times and carries cultural pride. According to one travel site, “Mazamorra Morada is a thick, pudding-like concoction with an incredibly deep and rich purple hue” – visually striking for the #FoodPorn crowd. Meanwhile, Peruvian restaurants worldwide used the holiday hook to promote mazamorra morada as the dessert of the month, often pairing it with arroz con leche (rice pudding) as is customary in Peru. The phrase “Purple is the new black” was jokingly tossed around in foodie forums as people posted their purple pudding attempts (some nailing it, some ending up with “purple soup”). Nutritionally, purple corn is high in antioxidants, so wellness influencers jumped in to label it the latest “longevity food”. It doesn’t hurt that Pantone’s Color of the Year was a purple shade, making the dessert on-trend aesthetically as well. All in all, mazamorra morada’s rise shows the power of diaspora trends and Instagrammability. A dish that was once a local comfort food is now “iconic” in global dessert roundups, proving that if it’s vibrant, culturally rich, and hashtag-ready, it can find its moment to shine.
10. Parsnips, Please – From Forgotten Root to Fab Ingredient
Rounding out July’s list is an unglamorous vegetable turned unlikely trend: the parsnip. This pale, carrot-like root has typically been a winter staple, but it caught attention this summer for a few reasons. Supply and demand: weirdly enough, there were rumblings of parsnip shortages earlier in the year due to weather affecting crops (a UK blogger dubbed it “The Parsnip Lottery” when her supermarket kept running out). This planted a seed of intrigue – nothing like scarcity to make something desirable. But more so, health-conscious foodies started championing parsnips as a low-carb, high-fiber alternative to potatoes. By July, TikTok recipe creators were extolling parsnip fries and parsnip chips as the next big healthy snack. One video with over a million views proclaimed: “These crispy parsnip fries are packed with fiber, vitamins… perfect for little ones! Why parsnips instead of potatoes? Because guilt-free seconds!”. The hashtag #ParsnipFries began trending as air-fryer enthusiasts showed how to whip up golden, seasoned parsnip sticks that “taste just like regular fries” (debatable, but viewers were intrigued). On the restaurant scene, inventive chefs featured seasonal dishes like chilled parsnip soup (great for summer) and even parsnip ice cream(!) at a food festival, which got press coverage as a novelty. What’s driving it? Partly the ever-turning cycle of vegetable trends – kale, cauliflower, celery juice… now parsnips get a turn – and partly the broader push toward root-to-stem cooking and local produce. Parsnips are hardy, cheap, and grow in many regions; highlighting them aligns with sustainable eating values. Plus, they fit the “retro revival” theme (your grandma probably cooked parsnips). So in July 2025, the humble parsnip managed to step out of carrots’ shadow. Will it stick around? Hard to say, but for now, don’t be surprised if you see parsnip mash or truffled parsnip fries on a trendy bistro menu – it’s officially a thing.