In the bustling metropolis of Shanghai, a quirky new social media trend has turned a small local matcha boutique into an unexpected magnet for international visitors, drawing crowds that wait for hours just to join the viral fun. The phenomenon, dubbed the ‘sheep-killing plan’ by netizens, centers around one signature menu item: a matcha latte topped with an adorable, sheep-shaped dollop of milk foam. Participants complete the trend by taking one deliberate bite to swallow the creamy sheep whole, a simple act that has captured the imagination of social media users across platforms.
The trend first gained traction after expatriate bloggers based in Shanghai shared clips and photos of their own ‘sheep-killing’ attempts across major international and domestic social media channels. What started as a casual bit of online content quickly snowballed into a must-do activity for foreign tourists exploring the city, with lines stretching around the block at Matcha Wang, the small shop that created the original drink. Visitors are willing to set aside multiple hours of their sightseeing itineraries just to secure a cup and capture their own turn at the viral challenge, turning a humble beverage into one of Shanghai’s most talked-about new tourist attractions.
The unexpected viral success of the ‘sheep-killing’ latte highlights how social media can transform small local businesses into global destinations overnight, showcasing the unique, lighthearted cultural moments that draw international travelers to explore modern China beyond major historic landmarks.