{"id":46620,"date":"2025-11-07T05:00:00","date_gmt":"2025-11-07T04:00:00","guid":{"rendered":"https:\/\/www.mzone.cz\/?p=46620"},"modified":"2025-11-06T19:14:29","modified_gmt":"2025-11-06T18:14:29","slug":"jsou-viralni-trendy-jen-kratkodoby-vystrel-nebo-dlouhodoby-fenomen","status":"publish","type":"post","link":"https:\/\/www.mzone.cz\/en\/jsou-viralni-trendy-jen-kratkodoby-vystrel-nebo-dlouhodoby-fenomen\/","title":{"rendered":"Od Labubu po matchu. Jsou vir\u00e1ln\u00ed trendy jen kr\u00e1tkodob\u00fd v\u00fdst\u0159el, nebo dlouhodob\u00fd fenom\u00e9n?"},"content":{"rendered":"

Soci\u00e1ln\u00ed s\u00edt\u011b ka\u017ed\u00fd den zaplavuj\u00ed r\u016fzn\u00e9 vir\u00e1ln\u00ed produkty. A\u0165 u\u017e jde o popul\u00e1rn\u00ed matchu, dubajskou \u010dokol\u00e1du nebo sb\u011bratelsk\u00e9 figurky Labubu, Monchichi \u010di postavi\u010dku Stitche. N\u011bkter\u00e9 trendy miz\u00ed t\u00e9m\u011b\u0159 tak rychle, jak se objevily, jin\u00e9 si buduj\u00ed stabiln\u00ed komunitu a dlouhodobou popularitu. Co je ale podstata, kter\u00e1 udr\u017e\u00ed virtu\u00e1ln\u00ed produkt na trhu?<\/strong><\/p>
\n\n\n\n

J\u00e1dro, kter\u00e9 udr\u017e\u00ed vir\u00e1ln\u00ed produkty stabiln\u00ed, spo\u010d\u00edv\u00e1 v propojen\u00ed t\u0159\u00ed kl\u00ed\u010dov\u00fdch faktor\u016f: estetika, emoce a komunita. Bez t\u00e9to kombinace v\u011bt\u0161ina vir\u00e1ln\u00edch hit\u016f \u017eije jen kr\u00e1tce. Vzplane, vyvol\u00e1 senzaci a rychle zanikne. Produkty, kter\u00e9 kombinuj\u00ed estetiku, emoce a komunitu, maj\u00ed potenci\u00e1l st\u00e1t se stabiln\u00edmi a dlouhodob\u00fdmi trendy. Naopak ty, kter\u00fdm n\u011bkter\u00fd z t\u011bchto prvk\u016f chyb\u00ed, miz\u00ed t\u00e9m\u011b\u0159 stejn\u011b rychle, jako se objevily.<\/p>
\n\n\n\n

Odborn\u00edci rozli\u0161uj\u00ed mezi kr\u00e1tkodob\u00fdmi vir\u00e1ln\u00edmi vlnami a dlouhodob\u011bj\u0161\u00edmi kulturn\u00edmi fenom\u00e9ny. Jak upozor\u0148uje Jan Skovajsa, zakladatel spole\u010dnosti myTimi, zat\u00edmco n\u011bkter\u00e9 trendy \u017eij\u00ed t\u00fddny, jin\u00e9 se postupn\u011b etablovaly:<\/p>\n\n\n\n

\n

\u201eMatcha, kter\u00e1 se objevila ve v\u00edce ne\u017e 6 milionech vide\u00ed na TikToku, u\u017e d\u00e1vno nen\u00ed jen estetick\u00fdm n\u00e1pojem influencer\u016f. Stala se symbolem zdrav\u00e9ho \u017eivotn\u00edho stylu \u2013 glob\u00e1ln\u00ed trh s matchou m\u00e1 podle Grand View Research r\u016fst o 9,5 % ro\u010dn\u011b a do roku 2030 dos\u00e1hnout hodnoty p\u0159es 5 miliard dolar\u016f. Dubajsk\u00e1 \u010dokol\u00e1da, naopak, vyrostla na vizu\u00e1ln\u00ed atraktivit\u011b a kr\u00e1tkodob\u00e9 fascinaci luxusem \u2013 jej\u00ed \u201aspike\u2018 na TikToku v l\u00e9t\u011b 2024 p\u0159inesl stovky milion\u016f zhl\u00e9dnut\u00ed, ale prodeje u\u017e nyn\u00ed klesaj\u00ed.\u201c\u00a0<\/p>\n<\/blockquote>\n\n\n\n

Zat\u00edmco u jednor\u00e1zov\u00fdch hit\u016f jako dubajsk\u00e1 \u010dokol\u00e1da jde sp\u00ed\u0161e o rychl\u00fd vizu\u00e1ln\u00ed \u201ewow efekt\u201c, sb\u011bratelsk\u00e9 figurky Labubu a Monchichi ukazuj\u00ed potenci\u00e1l dlouhodob\u00e9ho fenom\u00e9nu. Podle Skovajsy se jejich tr\u017en\u00ed hodnota na sb\u011bratelsk\u00fdch platform\u00e1ch od roku 2023 zv\u00fd\u0161ila o v\u00edce ne\u017e 40 %, a v Asii vznikaj\u00ed cel\u00e9 komunity, kter\u00e9 tyto postavi\u010dky sb\u00edraj\u00ed podobn\u011b jako Pok\u00e9mony. Stitch se zase veze na vln\u011b nostalgie: hashtag #stitch m\u00e1 p\u0159es 12 miliard zhl\u00e9dnut\u00ed na TikToku a Disney pl\u00e1nuje nov\u00e9 produkty i filmov\u00e9 o\u017eiven\u00ed.<\/p>
\n\n\n\n

\"Stitch\"<\/figure>
\n\n\n\n

Podle odborn\u00edk\u016f plat\u00ed, \u017ee vir\u00e1ln\u00ed vlny dnes obvykle \u017eij\u00ed 3 a\u017e 6 m\u011bs\u00edc\u016f. Matcha a Labubu<\/a> jsou p\u0159\u00edklady trend\u016f, kter\u00e9 maj\u00ed pevn\u00e9 z\u00e1zem\u00ed a r\u016fstov\u00fd potenci\u00e1l, zat\u00edmco dubajsk\u00e1 \u010dokol\u00e1da je uk\u00e1zkou kr\u00e1tkodob\u00e9ho hitu, kter\u00fd miz\u00ed stejn\u011b rychle, jako p\u0159i\u0161el. Podle Ond\u0159eje Tyle\u010dka, \u0159editele kreativn\u00ed agentury Fairy Tailors, nejde ale jen o n\u00e1hodn\u00e9 senzace:<\/p>\n\n\n\n

\n

\u201eTyto fenom\u00e9ny \u2013 od matchy po figurky Labubu \u2013 nejsou n\u00e1hodn\u00e9 vir\u00e1ln\u00ed v\u00fdst\u0159ely, ale projev hlub\u0161\u00edho kulturn\u00edho trendu: lid\u00e9 hledaj\u00ed emo\u010dn\u00ed \u00fanik a mo\u017enost se s n\u011b\u010d\u00edm ztoto\u017enit skrze estetiku. Matcha p\u0159edstavuje klid uprost\u0159ed chaosu, Stitch a Monchichi nostalgii a n\u00e1vrat do d\u011btstv\u00ed, dubajsk\u00e1 \u010dokol\u00e1da aspiraci na luxus. Spole\u010dn\u00e9 maj\u00ed to, \u017ee neprod\u00e1vaj\u00ed produkt, ale pocit. Samotn\u00e9 objekty mo\u017en\u00e1 rychle zmiz\u00ed, ale trend estetizace ka\u017edodennosti a sd\u00edlen\u00ed mal\u00fdch radost\u00ed p\u0159etrv\u00e1.\u201c\u00a0<\/p>\n<\/blockquote>\n\n\n\n

Vir\u00e1ln\u00ed trendy tedy nejsou jen prchav\u00e9 fenom\u00e9ny soci\u00e1ln\u00edch s\u00edt\u00ed. Odhaluj\u00ed, jak hled\u00e1me radost, identitu a propojen\u00ed v digit\u00e1ln\u00edm sv\u011bt\u011b, a ukazuj\u00ed, kter\u00e9 produkty mohou m\u00edt skute\u010dn\u00fd kulturn\u00ed dopad.<\/p>
\n\n\n\n

\"Supermarket<\/a><\/figure>
\n

Anatomie vir\u00e1lu: Jak se pes v logu Lidlu stal glob\u00e1ln\u00edm hitem<\/a><\/h4>
\n<\/div><\/div>\n\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

Soci\u00e1ln\u00ed s\u00edt\u011b ka\u017ed\u00fd den zaplavuj\u00ed r\u016fzn\u00e9 vir\u00e1ln\u00ed produkty. A\u0165 u\u017e jde o popul\u00e1rn\u00ed matchu, dubajskou \u010dokol\u00e1du nebo sb\u011bratelsk\u00e9 figurky Labubu, Monchichi \u010di postavi\u010dku Stitche. N\u011bkter\u00e9 trendy miz\u00ed t\u00e9m\u011b\u0159 tak rychle, jak se objevily, jin\u00e9 si buduj\u00ed stabiln\u00ed komunitu a dlouhodobou popularitu. Co je ale podstata, kter\u00e1 udr\u017e\u00ed virtu\u00e1ln\u00ed produkt na trhu? J\u00e1dro, kter\u00e9 udr\u017e\u00ed vir\u00e1ln\u00ed […]<\/p>\n","protected":false},"author":4,"featured_media":46622,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"kk_blocks_editor_width":"","_kiokenblocks_attr":"","_kiokenblocks_dimensions":"","footnotes":""},"categories":[25,64],"tags":[1694,744,6471,4853,3414,535,490,1158,148,697],"class_list":["post-46620","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-style","category-trendy","tag-fenomen","tag-internet","tag-labubu","tag-matcha","tag-popularita","tag-socialni-site","tag-style","tag-trend","tag-trendy","tag-viral"],"yoast_head":"\nOd Labubu po matchu. Jsou vir\u00e1ln\u00ed trendy jen kr\u00e1tkodob\u00fd v\u00fdst\u0159el, nebo dlouhodob\u00fd fenom\u00e9n? - Mzone<\/title>\n<meta name=\"description\" content=\"Soci\u00e1ln\u00ed s\u00edt\u011b ka\u017ed\u00fd den zaplavuj\u00ed r\u016fzn\u00e9 vir\u00e1ln\u00ed produkty. A\u0165 u\u017e jde o popul\u00e1rn\u00ed matchu, dubajskou \u010dokol\u00e1du nebo sb\u011bratelsk\u00e9 figurky Labubu, Monchichi \u010di postavi\u010dku Stitche. N\u011bkter\u00e9 trendy miz\u00ed t\u00e9m\u011b\u0159 tak rychle, jak se objevily, jin\u00e9 si buduj\u00ed stabiln\u00ed komunitu a dlouhodobou popularitu. 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Jsou vir\u00e1ln\u00ed trendy jen kr\u00e1tkodob\u00fd v\u00fdst\u0159el, nebo dlouhodob\u00fd fenom\u00e9n? - Mzone","description":"Soci\u00e1ln\u00ed s\u00edt\u011b ka\u017ed\u00fd den zaplavuj\u00ed r\u016fzn\u00e9 vir\u00e1ln\u00ed produkty. A\u0165 u\u017e jde o popul\u00e1rn\u00ed matchu, dubajskou \u010dokol\u00e1du nebo sb\u011bratelsk\u00e9 figurky Labubu, Monchichi \u010di postavi\u010dku Stitche. N\u011bkter\u00e9 trendy miz\u00ed t\u00e9m\u011b\u0159 tak rychle, jak se objevily, jin\u00e9 si buduj\u00ed stabiln\u00ed komunitu a dlouhodobou popularitu. 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