Cross-Cultural Virality: Tailoring Products for Global Micro-Trends

Abstract

In today’s hyperconnected world, creating products that go viral across cultures is no longer just a marketing win—it’s a necessity. But as social media platforms evolve and audiences become more segmented, achieving that kind of global resonance requires more than catchy slogans or flashy visuals. This study explores how brands are increasingly tapping into hyper-localized micro-trends—short-lived, culturally specific digital moments—to spark cross-cultural virality while maintaining global brand cohesion. Through a multiple-case study approach, we examine three standout examples from 2024–2025: Pop Mart’s Labubu collectible toys, Spotify Wrapped’s year-end personalized summaries, and Laneige’s Lip Sleeping Mask. These cases illustrate how brands are using artificial intelligence to track emerging trends on platforms like TikTok, X (formerly Twitter), and Instagram, and then quickly adapt their products or campaigns to align with what’s culturally relevant in different regions. The research reveals a consistent set of strategies for balancing global appeal with local authenticity and highlights the challenges of managing demand, user expectations, and ethical use of AI. Ultimately, this study offers a practical framework for marketers navigating the complex intersection of culture, technology, and digital virality—and contributes new insight into how AI and microtrend adaptation can drive meaningful global impact.