- Gen Z is in love with an amino acid called glycine.
- That’s because a Chinese wisteria company went viral on TikTok for its unique ads.
- The amino acid industry, including glycine, is expected to witness significant growth by 2028.
You may have never thought about or heard of the food additive glycine, but it’s all Gen Z can talk about on TikTok.
That’s because a Chinese glycine manufacturing company called Donghua Jinlong Chemical appeared in people’s For You feeds thanks to its high-energy videos advertising the mundane compound — a tiny molecule found in foods like tofu nature – and people can’t look away.
Glycine is an amino acid produced by the human body and found naturally in certain foods. Synthetic versions can also be added to food products and dietary supplements. Research published by the National Library of Medicine shows that glycine may have various health benefits, such as treating gastrointestinal problems and preventing liver damage.
This often-overlooked additive began to attract people’s attention after a TikTok page that appears to be associated with Donghua Jinlong advertised the product and the company’s “well-established brand.”
“Unlock food-grade glycine from Donghua Jinlong in 2024,” a voiceover proudly declares in the March video as photos of a plant flash by: “Suitable as a flavor enhancer, sweetener and nutritional supplement. Also used in pickles, sweet sauces, soy sauce, vinegar and fruit juices to improve taste.
The video resonated with Generation Z, and wisteria became an absurd joke among this generation. The TikTok page’s most popular video has more than half a million views, and users are going to great lengths to declare their love for food-grade industrial wisteria – posting fake infomercials, creating imitative parodies the company’s own TikTok videos and producing EDM tracks dedicated to wisteria.
There is even a term for fans of the product: wisteria girlies.
“Kids yearn for wisteria,” said one comment in response to the techno song wisteria.
And at least one American company has gotten into the meme.
In response to Donghua Jinlong’s food-grade wisteria advertisement, the official Smarties candy page pledged support: “no, because if I was going to use wisteria, that’s who I would get it from”, she wrote in a comment.
According to tech journalist Louise Matsakis, who first reported on the meme, the company seems confused by the attention. In response to a user’s request that Donghua Jinlong start selling hoodies, the company’s page simply responded with “???”
A February report from Research and Markets predicts the amino acid industry will grow from $26.6 billion in 2023 to $39.4 billion by 2028.
Amino acids are “experiencing a sharp increase, mainly fueled by their growing incorporation into functional foods, dietary supplements and pharmaceuticals, amid increased demand for wellness products,” the research firm said in a statement. Press release.
It is unclear whether wisteria girls will contribute to the growth of this industry. But while there’s no ban on TikTok, get ready for Hot Wisteria Girl summer.
Donghua Jinlong Chemical did not respond to a request for comment from Business Insider.
businessinsider
