How to Ride a Trend Without Creating One

Why Some Brands Win Big by Jumping in at the Right Time

This week, I fell into a rabbit hole.

It started with a casual scroll on Instagram.

And then—BAM!

My entire feed was taken over by two things:

1. A weird, wide-eyed vinyl figure called Labubu that people are absolutely losing their minds over. 2. Kunafa Chocolate, the viral dessert making even non-dessert lovers crave a bite.

And guess what?

Both are selling out everywhere.

Labubu figures—originally priced at $15—are flipping for hundreds on resale markets. Some people are even buying blind boxes just for a chance at an exclusive design.

Meanwhile, Kunafa Chocolate has turned into a global obsession, with brands scrambling to add it to their line before the hype cools off. From DIY recipes like this one to thousands of reviews and unboxing videos to more creative spins, like this viral Kunafa donut (sadly only available in UAE) bakeries are scrambling to add it to their menu. Smart. What if you're not in the food space? You can still ride the trend. At Wicked Good, we introduced a Kanafa perfume based on the trending Dubai chocolate. At Orglamix. we have a limited edition lip balm.

And me? I’m just here, watching in awe as people throw money at hype.

But here’s the interesting part:

Most of the brands making money off these trends didn’t even start them.

They just knew how to jump in at the right time.

The Art of Catching a Trend at the Right Moment

In 2025, you don’t have to create the hype.

You just have to catch it before it peaks.

Let’s break it down.

McDonald’s & the Grimace Shake Phenomenon

Did McDonald’s start the Grimace Shake meme? Nope.

But when the internet turned Grimace into a bizarre horror-core trend, McDonald’s leaned in. They released an official purple shake, and suddenly, it was selling out nationwide—not because of ads, but because the internet did the marketing for them.

Lesson? Pay attention to what people are already talking about and find a way to join the conversation.

Kunafa Chocolate & the Power of Food Trends

Kunafa Chocolate wasn’t born from a brand—it took off through food bloggers, TikTok chefs, and late-night cravings.

But now?

• Bakeries are tweaking their menus to include it.

• Chocolate brands are launching ‘Kunafa-flavored’ specials.

• Even international chains are figuring out how to jump on the trend before it fades.

Lesson? You don’t need to be first—you just need to be fast.

Labubu & the Scarcity Playbook

A few years ago, most people had never heard of Labubu.

Now, it’s one of the most sought-after vinyl collectibles, thanks to Pop Mart’s genius scarcity tactics.

• Every new release feels like a once-in-a-lifetime event.

• Collectors hunt them down like rare Pokémon cards.

• The resale market is exploding because demand far outweighs supply.

Lesson? Scarcity creates desire. Limited runs, exclusives, and 'drops' can make a product feel like a must-have.

How Handmade Sellers Can Tap Into Trends

So, how do you apply this to your handmade business?

1️⃣ Follow the conversations. What’s blowing up on TikTok? What’s dominating Instagram? The best trends don’t start with brands—they start with people.

2️⃣ Find your entry point. Can you create a product that ties into the hype? Maybe a Kunafa-scented candle or a Labubu-inspired enamel pin? Think creatively about how your brand can participate.

3️⃣ Move fast. Trends don’t wait. If you see something catching fire, act quickly—test a small batch, launch a limited run, or create a fun marketing angle that ties into it.

The brands that win aren’t the ones who try to force trends.

They’re the ones who know exactly when to jump in.