Nestled in the heart of Los Angeles, Erewhon, the so-called wellness haven has become the epicenter for ridiculously high prices for organic fruit, healthy snacks and strange groceries you haven’t heard of before.
It’s the type of place that’s marketed as farm-to-table and everything seems like it’s nutritionist approved. The prices are so steep that it’s almost impressive.
Essentially, Erewhon makes other high-end food stores like Whole Foods look like a bargain bin. Within Erewhon’s aisles, you’ll find a jug of water for $25 and a $17 smoothie bowl. But the latest food item to sweep the internet is the viral $19 single strawberry from Kyoto, Japan — this takes things to the next level.
After scrolling through what felt like a million videos of this fruit, I couldn’t help but think about the broader implications of this strawberry. What makes a strawberry worth $19? Do people think purchasing this fruit, or anything from Erewhon, boosts their social status?
The strawberries come in a luxurious little pod with a stand to display all its greatness. These berries aren’t supposed to be just fruits, they’re supposed to be an “experience.” Let’s be real: these influencers aren’t fooling anyone — it’s simply a marketing tactic to heighten the experience and create the illusion that it’s something special.
When influencers post reviews of them trying this strawberry, they want their audience to think they have the funds to casually splurge on stupid things and not face any financial setbacks. “Look at me, I can afford this, and so should you!”
This strawberry is a status-driven item — and an absurd one at that.
Hundreds of influencers have bought this strawberry, claiming it’s the best fruit they’ve ever tried. Yet to anyone watching, they know the influencer is trying to justify their out-of-line purchase. It’s most likely a psychological effect where after purchasing such an expensive item, they want to convince themselves and their followers that the purchase was worth it, even if the fruit itself is inferior to the regularly priced item.
Influencer Alyssa Antocii, @alyssaantocii on TikTok, received 17.8 million views on a video of her taste-testing this strawberry. The comment section probably wasn’t what she expected.
“If I dropped $20 on a strawberry, I’d probably convince myself it was the best one I’ve ever tasted too,” @brenda.boats wrote.
Many users echoed the sentiment while others said the video felt dystopian, meaning it gave off the energy that paying a premium for a single strawberry is a reflection of a society obsessed with excess. It’s about showing society that you bought it, tried it and showed your audience that you’re part of something rare and unattainable to some.
This phenomenon of influencer culture isn’t isolated to these strawberries. The trend is spreading through different industries, including designer clothes, luxury tableware and furniture. These items fuel the idea that luxury isn’t just about owning expensive things, it’s about making it known that you own them and that you have something out of reach for others.
At what point do we stop questioning how insane it is to make some of these purchases? Is it really about enjoying it? Or sending a message to the world when you’re holding that perfect, deep red strawberry?
It’s a symptom of a society where image is more valuable than substance, and where luxury is not based on the price of the item, but the exclusivity it promises.
As influencers continue to lean into this culture, the line between what we need and what boosts our status is increasingly blurred.
So, the next time something like this strawberry pops up, maybe it’s worth asking: Are we just buying into the image it’s meant to project?
