GOOD EVENING!

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is the IG flex too big of a liability?

Over the past two weeks, the streets of Nepal capital, Kathmandu, have been lit up by protesters in what is being described as one of the largest and most consequential youth-led demonstrations ever. The inciting offense – if you’ll permit us to be momentarily reductive for the sake of a pithy sentence – was Instagram flexing. 

For decades, Nepali politics have been dominated by the same old parties and family dynasties. The resulting wealth disparity has never been quite so obvious as it is on the Instagram grid, egged on by a platform-wide flex culture that encourages us all to bring our most luxe. The designer handbags and private aircrafts of politicians' children – termed Nepal’s Nepo Kids – represented blatant outliers in a country where the average monthly salary is just shy of $600. 

The situation hit a fever pitch at the government’s sudden ban of 26 social media platforms, including Facebook, Instagram, and WhatsApp. For Nepal’s youth, these apps are more than social media; they’re lifelines for expression and connection with the large Nepali diaspora community. The ban quickly escalated into street protests that drew thousands, setting the Himalayan nation’s parliament building ablaze. Tragically, more than 70 people died and over 1,000 were injured during the unrest.

The lesson isn't that social media is dangerous, it's that context is king. Your audience isn't just your followers – it’s everyone. For a sizable cohort of Gen-Z Nepali, the Nepo Kids’ content was evidence of a system that works for some and fails for many. To some, ostentatious flexing is gauche. To others, it’s a liability. Either way, quiet luxury is the new paradigm. 

LUNCH BREAK

five quick consumption recs for the time between meetings

1. LORE DROP. OK COOL released its annual cultural crash course. 

2. NOBODY'S LOOKING AT THAT DAMN STATUETTE. Jenna Ortega won the Emmy’s, even if she doesn’t have a statuette to prove it. 

3. STRAIGHT MEN ON DATING IN 2025. Babe, wake up, another think piece on modern dating just dropped – and it doesn’t exactly inspire hope.

4. BEST OF WIVES, BEST OF WOMEN, BEST OF TIKTOK. Hamilton is still going viral 10 years after its Broadway debut.

5. TSITP TLDR. Catch yourself up on Amazon Prime hit before Wednesday’s finale.

TREND RAPPORT

viral vocab of the week 

“LOCKED IN” (v.) – The mental state of being extremely focused on or productive during a particular task or activity; often related to your career. 

EAR SEEDING (n.) –  Aural acupuncture, the latest zoosha wellness trend. 

ZOOSHA (n., adj.) – A term, phrase, or person that appears to be utter jibberish, but holds meaning for someone who is chronically online or otherwise part of a niche cultural subset.

SEE YOU NEXT MONDAY!

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