This study explores the role of user-generated content (UGC) in shaping the popularity of regional noodle dishes in Thailand and China on social media platforms such as Instagram, TikTok, and Xiaohongshu (Little Red Book). By analysing posts, hashtags, and viral trends, this research investigates how ordinary users and influencers contribute to the global spread of these dishes. The study employs content analysis to identify key themes, including aesthetics, cultural narratives, and engagement strategies, while examining how UGC fosters food trends among Generation Z. The research will examine how social media transforms traditional dishes into global phenomena, blending cultural authenticity with digital innovation. The research hopes to offer insights into tourism, branding, and cultural preservation in an increasingly digital world.
*Won Second Prize in Outstanding Project 2025 (SURF)