Viral itsu soup dumplings dubbed ‘tastiest things ever’ as they take over TikTok with 21 million views so far
- UK freezer aisles are wiped clean as itsu forced to ration dumplings
- TikTokers can’t get enough of itsu’s new speedy meal option – with creators making their own toppings and dipping sauces to go with them
itsu’s wildly popular soup dumplings are causing a social media frenzy – with freezer shelves across the UK being cleared out by foodies on the hunt for the Asian sensation.
TikTok videos featuring the product have amassed more than 21 million views, with customers flocking to supermarkets to try them.
The dumplings have become so popular that itsu has been forced to ration stock to keep up with the overwhelming demand.
A big appeal for the lunch option is its cooking time, with the ‘healthy, delicious’ soup dumplings ready to eat within five-and-a-half minutes.
In videos shared to social media, food influencers have been praising itsu’s new product, as well as sharing creative hacks to take the delicious dumplings to the next level. With a handful of ingredients, the products are given a gourmet makeover by adding fancy toppings and dipping sauces for a tasty lunch in minutes.
TikToker @Beccaeatseverything is one of the many creators hailing the new product, creating her own recipe topping for the dumplings that has amassed over 384K views on the video platform.
In her video, Becca says: “It was really easy to eat, straight out of the pack. A quick, healthy delicious meal – and it filled me up too!”
Another Tiktoker, @foodyouluv, shared a clip of the dumplings and her own toppings, which has racked up more than 1.4 million views.
The creator captioned the post saying: “10/10 quick & easy @itsu vegetable steamed dumplings. Pop them in the microwave for 2mins 20secs in their original packaging - I topped mine with chilli oil & hot sauce. Perfect for the winter!”
“I tried soup dumplings for the first time, and they are the tastiest things ever,” another user raves after trying both the chicken and vegetable versions of the viral dumplings, having topped them with spring onions, chilli oil, crispy onions and Sriracha mayo.
Julian Metcalfe, founder of itsu, said: “We’re thrilled to see such excitement for our soup dumplings and to see them becoming so popular that we can’t keep up with the demand.
“It’s clear that TikTok has played a key role in the frenzy, with hashtags like #SoupDumplings and #itsu racking up thousands of posts.
“When it comes to a budget-friendly quick-fix for a lunch or dinner option, you can’t get much better than these soup dumplings, which are proving to be a huge hit with Gen Z audiences.
“It’s a testament to the quality and flavour of the product. While we’re working hard to keep shelves stocked, we encourage fans to check multiple supermarkets.”
The craze was initially sparked in the US by Trader Joe’s dumplings, before making its way across the pond with itsu leading the charge. The brand first launched their chicken tang’bao in 2022, which sold out by summer. Since then, itsu have introduced a refined chicken recipe and a popular vegetarian option to cater to the growing appetite for these bite-sized delights.
Mintel Report statistics show that social media plays a notable role in younger groups’ world cuisine choices.(1) Separately, 90 per cent of UK consumers have also admitted they’re open to trying new products from international cuisines that they haven’t tried before, but 82 per cent agree this is missing from supermarket shelves. (2)
Julian continued: "Customer demand for our soup dumplings is proof that when you offer truly delicious and healthy food at an affordable price, people take notice. Achieving this balance takes relentless effort and innovation—it’s not easy but get the harmony right and you're rewarded with nutritious delicious food.”
ENDS
For more information visit www.itsu.com
NOTES TO EDITOR
- Mintel Report statistics show that social media plays a notable role in younger groups’ world cuisine choices. While 30 per cent of people who eat world cuisine have tried a world cuisine product after trying it on social media, this rises to 64 per cent among those aged 16-24.*
- A study conducted by HRA Global and Rochester PR Group revealed that 90 per cent of UK consumers have also admitted they’re open to trying new products from international cuisines that they haven’t tried before, but 82 per cent agree this is missing from supermarket shelves.
What Makes itsu Soup Dumplings So Special?
Available in two mouthwatering varieties:
Chicken soup’dumplings: Packed with tender chicken thigh, shiitake mushrooms, and a ginger-infused broth.
Vegetable steamed’dumplings: Featuring oyster mushrooms, edamame, and a miso sesame broth.
Each pack is priced at around £3, making them an affordable and convenient choice for busy foodies craving authentic Asian flavours.
Where to Find Them
itsu’s soup dumplings are stocked in Waitrose, Morrisons, Asda, Tesco, and Ocado, but fans will need to act fast, as supermarket staff report unprecedented demand.
Popular hashtag volumes (up to now)
#SoupDumplings – 31.5k posts
#SoupDumplingsTok – 828 posts
#SoupDumpling – 2,502 posts
#itsu – 6,255 posts
About itsu [grocery]: itsu [grocery] was created to take the much-loved itsu brand far and wide into supermarkets and online. The brand is one of the fastest-growing privately owned food companies in the UK and one of the only supermarket brands to have ranges spanning ambient, chilled and frozen. They offer a growing cupboard of Asian-inspired, healthy foods: brilliant’broths, seaweed thins, rice'noodles, gyoza, bao’buns and much, much more.
itsu [grocery]’s goal is a bright[er] future for fast, convenient, Asian-inspired food. We believe beautiful food should be available whenever, wherever and for as many people as possible. They create Asian-inspired beautiful food, fast to nourish your mind, body and soul
