Spain is currently abuzz with a quirky new trend known as “Pineapple-Gate,” where single Spaniards are flocking to supermarkets in search of romance. The phenomenon, which has seen supermarket aisles transform into an unconventional dating arena, has led to chaotic scenes, police intervention, and a mix of reactions from the public and critics alike.
The craze centers around a seemingly innocuous piece of fruit – the pineapple. Inspired by a viral TikTok video from actor and humourist Vivy Lin, the trend encourages single individuals to visit branches of the Spanish supermarket chain Mercadona between 7 pm and 8 pm, placing an upside-down pineapple in their shopping trolleys as a signal for romantic interest. Lin’s video, which features her navigating a Mercadona store with a pineapple in tow, popularized the idea and set off a social media frenzy.
“The time to hook up in Mercadona is 7 pm to 8 pm,” Lin cheerfully declared in her video, which has since garnered widespread attention. Mercadona’s own TikTok account joined in the fun, posting a pineapple with the caption: “The pineapple on the shelf of Mercadona waiting for you to get a date.”
According to the trend, the next step in the “pineapple manoeuvre” involves pushing the trolley into the wine section of the store and hoping that someone who sees the upside-down pineapple will respond positively. While this might sound like a playful gimmick, the trend has sparked some unexpected and sometimes disorderly scenes.
In Madrid, the phenomenon has led to groups of teenagers roaming supermarket aisles without purchasing items, simply to partake in the pineapple quest. In a particularly memorable stunt, a man was spotted in a Mercadona store dressed as a giant pineapple, his friends cheering him on as part of a bachelor party celebration.
The trend’s impact has not been limited to social media and supermarket aisles. In Bilbao, police were summoned to a Mercadona branch during the designated pineapple hour due to rowdy scenes. Fortunately, the police intervention was not necessary, but it highlighted the unexpected consequences of this social media-driven craze.
Adding to the trend’s impact, a catchy song circulating online has further fueled the pineapple mania, with lyrics like: “In the wine section / My heart races / Looking for someone special / That my soul needs.” The song has become a sort of unofficial anthem for those participating in the supermarket dating escapade.
Despite the trend’s popularity among some, it has also faced criticism and logistical challenges. Historically, an upside-down pineapple has been used as a signal in the swinging community to indicate an interest in partner swapping. The new context, however, has caused concern among Mercadona employees who have had to deal with the aftermath of the pineapple mania, including unpurchased goods and disorderly customers. One video even showed a worker pushing boxes of pineapples away from the shelves and into storage as 7 pm approached.
Mercadona has stated that the trend “was not launched by us, it has come about spontaneously,” distancing itself from the chaos. Meanwhile, social commentators have weighed in on the phenomenon. Susana Quadrado, writing for La Vanguardia newspaper, acknowledged the humorous and light-hearted nature of “Pineapple-Gate” but cautioned against the broader implications of social media trends. “Falling into the clutches of a campaign designed through social media may be innocent, as is the case with ‘Pineapple-Gate,’ with all the jokes and childishness that it generates,” Quadrado wrote. “But it also shows how the virtual world can condition social behavior and turn users into loudspeakers for free.”
As Spain navigates the aftermath of Pineapple-Gate, it remains to be seen whether this latest social media trend will fade away or leave a lasting mark on the country’s dating culture and supermarket shopping habits. For now, the pineapple stands as a symbol of how online phenomena can spill into the real world, bringing both joy and chaos in their wake.
