(#二度づけパルムキャンペーン) What is the story behind this trend in Social Media today?
09-09-2026
I’ll look up the hashtag and recent coverage so I can explain the campaign in plain text only.The hashtag is tied to a limited pop-up that opened today in Osaka, not a random internet joke.Morinaga Milk Industry’s chocolate-coated ice cream bar PARM is holding the second edition of its experiential exhibition, Dai PARM-ten 2026, at Shinsaibashi PARCO from September 9 to 13. Last year’s first show in Harajuku drew long lines and a flood of visitor videos. This year’s version was built around a local gag: Osaka is famous for the rule “no double-dipping” at kushikatsu shops. The brand flipped that rule on purpose.At a booth called the Forbidden Double-Dip PARM Bar, visitors who finish a short PARM quiz can take an already chocolate-coated bar, dip it again in melted chocolate, then add two toppings. The point is thicker chocolate, a richer bite, and a slightly “forbidden” feeling in the city that treats double-dipping as bad manners. Osaka-only toppings such as aonori and pickled-ginger popping candy were added to make the joke even more local.The campaign is also a callback. In 2018 PARM and PARCO already sold a double-dipped bar at cafes in other cities. The 2026 Osaka event recycles that idea and frames it as a five-day local surprise. People are posting the hashtag because the exhibition opened today, the double-dip bar is the photo-friendly centerpiece, and the contrast with Osaka food etiquette is easy to share.