(#auPAYで食欲の秋) What is the story behind this trend in Social Media today?
07-09-2026
The hashtag refers to a seasonal social media campaign tied to the Japanese payment service au PAY. Autumn in Japan is traditionally called the season of hearty appetites because harvest foods such as chestnuts, sweet potatoes, mushrooms, matsutake, new rice, and Pacific saury become widely available and many people feel hungrier as temperatures drop.au PAY launched the hashtag to encourage users to post photos or descriptions of the autumn dishes they are eating or buying, often while paying with the service at restaurants, supermarkets, or takeout spots. Participants typically share simple snapshots of everyday meals like chestnut rice, grilled saury, mushroom soup, or other seasonal items. The campaign coincides with a wave of au PAY food-related promotions running through September, including discounts and point bonuses at sushi chains, beef-bowl shops, and grocery stores, making it easy for people to combine real spending with social-media sharing.The result is a burst of light, food-focused posts that mix personal enjoyment of autumn flavors with subtle promotion of cashless payment. The trend is organic in toneusers simply tag what they ate that dayyet it is clearly coordinated around the payment brand’s autumn marketing push.