Core Insights - The trend of "unconventional cuisine" is gaining significant popularity on social media platforms, with creative and time-efficient recipes breaking traditional cooking norms [1][2] - The rise of "unconventional cuisine" is supported by three main pillars: creative expression, efficiency, and the lazy economy [1] Group 1: Popularity and Engagement - In the first ten months of 2025, the topic of "unconventional cuisine" achieved a staggering 1.4 billion views on platforms like Douyin and Xiaohongshu, indicating strong engagement [2] - Specific recipes, such as the lemon chicken feet drink and the potato chips with garlic, have garnered over 2 billion views in a single day, showcasing the viral nature of these dishes [1] Group 2: Cooking Styles and Demographics - "Unconventional cuisine" is not a singular trend but has diversified into several branches, including efficiency-focused, mixing, and innovation styles, catering to various needs [3] - The primary audience for this trend consists of urban young adults aged 18 to 29, who seek new experiences without investing excessive time in cooking [3] Group 3: Kitchen Tools and Consumer Preferences - The popularity of "unconventional cuisine" is driving a transformation in kitchen tools, with a shift towards multifunctional and easy-to-use appliances like microwaves and air fryers [4] - Data shows that 57% of consumers prioritize multifunctionality in kitchen appliances, while 53% emphasize ease of use, leading to a decline in traditional, bulky kitchen tools [4]