Latest / Mini Scroll / MINI SCROLL: HigherUpWellness backlash, Sopha Dophaa matcha copycat allegations + Red Cross x Dubai chewy cookies

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MINI SCROLL: HigherUpWellness backlash, Sopha Dophaa matcha copycat allegations + Red Cross x Dubai chewy cookies · Mini Scroll

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  Hi everyone, welcome to Mini Scroll, the daily Internet
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  culture podcast bringing you the biggest stories from social
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  All right, let's get into the stories for today.
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  So the first story that I have for you guys today is the
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  backlash around higher up Wellness has opened up mass
• 2:59
  discourse online about the expectations that we should be
• 3:02
  putting on personal development creators.
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  That's a mouthful. Let me explain.
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  Higher up Wellness, whose real name is Michael, is a TikTok
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  creator with over 2 million followers.
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  He makes personal development self help and like health and
• 3:14
  fitness adjacent content. Now, saying those content
• 3:17
  pillars out loud, you may be like, OK, so this man sounds
• 3:20
  like Andrew Tape, like he sounds like a manosphere creator.
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  And to that I would say you actually are probably correct.
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  However, for years he was able to develop this reputation for
• 3:31
  himself as more progressive and less harmful than those typical
• 3:37
  types of creators. He really was able to brand
• 3:40
  himself as, you know, just this straight shooter.
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  I'm telling you it as it is no bullshit.
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  And he sometimes did speak out on different social issues and
• 3:49
  his takes weren't always totally bad.
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  So, you know, he kind of got this pass as somebody that we
• 3:56
  saw as like, well, not we, but you know, as I would say, like
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  the greater TikTok user population saw as somebody who
• 4:02
  was a little bit more progressive, like less harmful
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  than a lot of creators who are manosphere adjacent.
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  However, that is why this whole situation blew up so much
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  because he made a video last week about how basically his
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  followers have been asking him to speak out about what's
• 4:19
  happening in Minneapolis, given he's he's an American creator,
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  he has a really big platform. And like I said, he sometimes
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  does talk about this kind of stuff.
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  He made a video. Should have been a ginormous red
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  flag for a lot of people. But he made a video when Charlie
• 4:31
  Kirk was killed. OK, so he made a video and it
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  shook people to their core. This is the video.
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  It's no secret that many of you are demanding that I speak out
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  about what happened in Minneapolis to Alex Pretty.
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  So here's my opinion. My opinion is that you don't
• 4:45
  want my opinion. You don't want any creator on
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  his opinion. You want to watch the 1st 8 to
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  10 seconds of our video and then decide if you're your enemy or
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  not? You want to place us in a box
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  because that's how you think. You want to put us on one side
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  or the other. And my opinion on what happened
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  to Alex Pretty is very simple. The taking of a human life by
• 5:02
  another human is wrong and evil and directly against what God
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  calls us to do. I don't answer to you.
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  I'm not your puppet, I'm not your mouthpiece, and I'm not
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  going to pander to what an audience thinks I should speak
• 5:14
  on. You Listen to me because I speak
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  on what I'm inspired and convicted to speak on and I'm
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  not a political commentator. I think murdering and killing
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  people is wrong and that is all there is to it.
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  The same thing I said about Charlie Kirk, which some of you
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  are typing right now but you were so quick to make a video
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  about him because I was shown the video of his unaliving
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  against my will on Instagram while scrolling and it messed
• 5:36
  with my head for days. And in order to become properly
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  informed on this, I need to go watch the video of another human
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  life being taken. Now I didn't personally fully
• 5:43
  buy into this narrative about him on the app or this
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  reputation he had developed for himself.
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  He does occasionally say weird things about like women and fat
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  loss and hormones that make me side eye him.
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  And I get fed his content a lot because I am a gym girly and I
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  do try to avoid gym content, but it sneaks on in there into my
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  feed. But regardless, this is what we
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  mean by the pipeline, right? This is like the perfect example
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  for us to take a look at what people mean when they say
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  they're going down the alt right pipeline or someone's going down
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  the alt right pipeline. Content like higher up
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  Wellnesses is an early step into that pipeline.
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  It's like an introduction to that pipeline.
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  And Andrew Tate's content they talk about similar content is
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  the other extreme of that, right?
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  But there is a pathway here that people go down to reach
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  extremism within cell culture. And it's slowly fully starts by
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  being interested in and consuming content that seems
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  like not so bad, but has like maybe some weird undertones and
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  messaging that maybe even the creator is not fully aware that
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  they're, you know, giving off or pushing.
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  And as we know, personal development fitness content for
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  both men and women can so easily become this gateway to a
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  pipeline or at even like a step and early stage step on that
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  pipeline. So that's literally what the
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  pipeline is, you know, is he is creating content that is like
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  early stage pipeline, like gateway contest for people to go
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  further down. So this whole situation has
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  sparked a lot of discourse both about him, but also about
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  Wellness influencers and their part to play in Internet
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  culture. I don't know if you guys can
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  hear Pumpkin. She's bopping around the office
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  right now with her collar on. I should have taken it off
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  before I started recording. She's like Jingle jangling.
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  Come here. It's not often that I have
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  Pumpkin join me for the pod because even when she's at the
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  office, it is very hard for me to hold my laptop and also
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  Pumpkin on my lap. But she really wants to come up.
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  Can you say hi to everyone who's watching on video?
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  Say hello. So yes, this sparked a lot of
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  discourse about not just him as a creator and his content and
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  his brand of content, but also about Wellness influencers in
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  general and their part to play in Internet culture.
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  And I'm going to butcher this take so I will read it directly.
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  But fitness coach Junie Fit made a video about the situation.
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  And his caption I thought was really interesting.
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  He said the higher up Wellness controversy raises important
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  questions about the integrity and character of those who
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  present themselves as role models in the self help
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  industry. It's essential to dissect not
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  just the practices but also the messages conveyed by individuals
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  who claim to help others reach their, quote, highest self.
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  This discussion delves it's the implications of questioning the
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  integrity of such figures and the broader impact on their
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  audience. As conversations around Wellness
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  and self improvement expand, so too does the scrutiny of those
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  at the forefront. Being a role model carries both
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  responsibility and influence, thus maintaining a credible
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  stance within the Wellness community is paramount.
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  Exploring the validity of claims made and the character of those
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  making them can help empower individuals to make informed
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  choices regarding whom to follow in their personal growth
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  journey. In the context of current
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  discussions, it's vital to consider what defines integrity
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  in the Wellness space. Are the motives transparent?
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  Do the actions aligned with the messaging?
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  These are the questions that should guide our understanding
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  of the higher up Wellness situation.
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  If you build a platform of over 2 million followers who trust
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  your voice and your values, yeah, your political opinion
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  should and do absolutely fucking matter.
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  Higher up Wellness is not a travel vlogger.
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  He is not a mukbang page. His brand is literally centered
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  around developing your confidence, your mindset and
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  your leadership. And so it's not entertainment
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  content. It's literally content that
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  influences how you think and navigate through this world.
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  And so you're audience, including some of your
• 9:31
  customers, looked up to you as a leader figure.
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  Rightfully so for the most basic levels of human empathy during a
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  societal crisis. The unalivings by ice.
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  Dude you literally could have just made a video saying damn
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  that's messed up the bare minimum.
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  A political stance I guess compared to when you were
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  foaming at the mouth talking about what happened to Charlie
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  Kirk. But instead of saying anything,
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  you turn the very people who continue to put bread on your
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  table into enemies and then weaponized your silence as a
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  shield from them. I feel like that is so spot on.
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  And it also gives such great perspective to those like higher
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  up Wellness who maybe don't believe that influencers and
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  creators and celebrities should be speaking out about certain
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  things like this. Because as this creator Junie
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  Fit says, you know, especially in the Wellness and fitness
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  space, it's a personal development space.
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  And part of that is understanding the values that
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  the person has that you are following when you're taking
• 10:22
  their advice on something that is as serious and important as
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  your own health, whether it's mental health, physical health,
• 10:29
  whatever. But yeah, As for higher up
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  Wellness, he has pinned that video.
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  He's not backing down. There's like so much controversy
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  around this, so many stitches, so many people talking about
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  this, and he has just fully fucking pinned it to his
• 10:43
  account. So you know what?
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  At least he didn't delete it. All right, the next story that I
• 10:47
  have for you guys today is an Aussie TikTok creator is
• 10:51
  claiming that she believes a brand has stolen her idea for A
• 10:55
  and matcha influencer collaboration.
• 10:59
  OK, so not just a canned matcha, but the idea of doing a canned
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  matcha product in collaboration with an influencer.
• 11:07
  OK, so the creator, she is named Marie.
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  She posted a video yesterday saying she believes that a
• 11:12
  recent collaboration between Tropeka Tropeka Tropeka, I think
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  it's Tropeka and Sofa Dofa over canned matcha was a copycat idea
• 11:21
  that she had gone to both of them about.
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  Tropeka typically does protein powder.
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  However, they do other like powders.
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  They've done matcha powder as well.
• 11:29
  And I do want to make it clear in this video, she didn't name
• 11:32
  Soph and she didn't name the brand Tropeka, but she shared
• 11:36
  screenshots of emails in this video and she like quote a quote
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  scratched out a bunch of words like she scratched out like sofa
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  Dova, but she like only put a couple lines through it so you
• 11:46
  could fully see it just says sofa Dova.
• 11:47
  Marie says that she she's been in production for a canned
• 11:49
  matcha product for a long time now, and when she was
• 11:52
  conceptualizing how to bring it to market she thought of Sofa
• 11:55
  Dofa as a brand ambassador. I'm sure most of you guys know
• 11:58
  who Sofa Dofa is, but if you don't she is basically 1 of
• 12:01
  Australias biggest tick tock it girls.
• 12:04
  She's probably actually the tick Tock it girl at the moment and
• 12:07
  she has a very popular clothing brand called All for Mimi, which
• 12:10
  recently had this viral tank top as well, which some of you guys
• 12:13
  might have seen. So Marie says that she reached
• 12:15
  out to Soap's manager about collaborating on the canned
• 12:17
  matcha and her manager said, oh, how funny.
• 12:20
  Soap is about to launch a matcha product with another brand, as
• 12:23
  in Soap's collaboration with Tropica and they were doing like
• 12:27
  a powdered matcha. This was last year.
• 12:29
  So the manager said it's not a ready to drink product.
• 12:31
  So like we'll see how this goes and then maybe we'll explore a
• 12:34
  canned matcha with you down the line.
• 12:36
  So she put these screenshots, like I said, so this says April
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  28th, 2025. So she said, hey, something I
• 12:43
  hope you're doing well. I wanted to reach out with an
• 12:45
  exciting opportunity for you and your talent.
• 12:47
  We're currently working with our partners at Scratched out who we
• 12:50
  use for all things alcohol and beverage on developing a ready
• 12:53
  to drink matcha product. The concept isn't a great spot.
• 12:56
  We source manufacturers totaled the numbers and now we're
• 12:59
  looking for the right talent to bring the brand to life.
• 13:02
  And then this is where she put Sofa Dofa.
• 13:03
  But she scratched it out like barely so you could still read
• 13:05
  it. Sofa Dofa came to mind as she is
• 13:07
  the perfect audience for this kind of product and loves Matcha
• 13:10
  herself. We completely understand that
• 13:12
  she's busy with All for Mimi. Again, you can read All for
• 13:14
  Mimi, although she tried to scratch it out and wouldn't
• 13:16
  expect her focus to shift. This would be a flexible
• 13:19
  opportunity where she could be as involved or hands off as she
• 13:21
  likes. The operational side is covered.
• 13:24
  And then she put another screenshot of an e-mail she
• 13:25
  sent, which I guess just shows they did have a phone call cuz
• 13:28
  she said like great chatting on the phone.
• 13:30
  Will aim for a spring summer launch of the Matcha product, I
• 13:34
  suppose, like this year coming up.
• 13:36
  So basically saying like, if you want to explore this, this is
• 13:39
  what we're looking at. OK, so here's what Marie says
• 13:42
  happened after all of that. I reached out to her manager to
• 13:46
  see how it went and just a touch base.
• 13:49
  I got ghosted a few times which is pretty standard with talent
• 13:52
  agencies so didn't really think anything of it.
• 13:54
  So I took things into my own hands and went to a pop up event
• 13:58
  that the influencer would be at. I gave her a handwritten note
• 14:02
  and told her that I had a business pitch in the March of
• 14:06
  space that I'd like to chat with her about.
• 14:08
  A couple days later I heard from her manager and he said that he
• 14:11
  would love to introduce me to the owner of the brand that the
• 14:15
  influencer is currently collaborating with to see if we
• 14:18
  can join forces and work together.
• 14:21
  I then reached out to the owner of this brand, which by the way,
• 14:24
  it took so long and so much effort to actually get onto a
• 14:27
  call with this guy. We basically had to beg and send
• 14:30
  multiple emails on a call with him and we knew as soon as the
• 14:34
  call was over that he didn't really want anything to do with
• 14:36
  us. Even though we explained that
• 14:38
  this is a concept that we have been working on for years.
• 14:41
  Considering the owner of this brand had never actually
• 14:44
  developed a product in the ready to drink space before, we
• 14:47
  thought this would have been a natural partnership.
• 14:49
  Especially because the people we used to bring a product of this
• 14:53
  nature to market is a large company in Australia who
• 14:56
  specialises in ready to drink beverages.
• 14:58
  Where majority of my frustration stems from is the fact that this
• 15:03
  is a concept that I have been working on for years now.
• 15:06
  Jack Cooper actually made a figure about this last night,
• 15:10
  saying that he was going to launch a brand like this and he
• 15:13
  was in months of meetings. Yes, he was.
• 15:16
  That was with us. We reached out to Jack's agency.
• 15:20
  We had the idea, and since nobody is fond of credibility
• 15:24
  these days, I'm going to come in and say that it was my idea.
• 15:26
  We reached out, we identified that Jack would have been a
• 15:29
  great talent to help bring this to life, but months of our time
• 15:33
  and hard work went to waste because nothing actually came
• 15:36
  out of it. I'm to learn more and more that
• 15:38
  it is a dog eat dog world. Unfortunately, without going
• 15:41
  into too much detail about our business model and how we would
• 15:45
  have done this very differently because I really don't want to
• 15:47
  give away too much anymore. All I can say is I I am a firm
• 15:51
  believer that this product will fizzle out in within 12 months.
• 15:55
  I don't see this lasting long at all, especially based on the
• 15:59
  reviews that I have seen. I don't want to see her in trash
• 16:02
  talk, any brand for that matter, at all.
• 16:05
  So essentially, it sounds like she believes that she gave
• 16:08
  Tropica the idea to launch a canned Macho with soap after
• 16:12
  their powder collaboration did well.
• 16:15
  And I want to say, nowhere in these emails does it say
• 16:17
  Tropica, but in the comments section of this video, somebody
• 16:21
  mentioned the collab between Sofa Dofa and Tropica.
• 16:24
  And that's, I believe, the only matcha brand that she's
• 16:26
  collaborated with anyways, the only Matcha powder she's done.
• 16:29
  And Marie liked that comment. OK, So the reaction to this has
• 16:32
  been quite mixed. On one hand, people, as we know,
• 16:37
  don't love really big influencers and they hate when
• 16:40
  brands are predatory. And I'm not saying that Sofa or
• 16:44
  Tropica were predatory in this situation at all.
• 16:46
  I actually just don't think that's the case, but regardless,
• 16:49
  there was a lot of support for Marie in this comment section
• 16:52
  because of those two factors. However, there are a few people,
• 16:56
  not enough people, but there are a few people who are noting
• 16:59
  that. At the end of the day, can you
• 17:01
  really say that a white person took your matcha idea if you are
• 17:05
  also a white person who took the entire concept of launching A
• 17:09
  matcha brand from Japanese culture?
• 17:11
  So someone commented interested to know your thoughts around
• 17:13
  matcha gentrification and the cultural appropriation
• 17:16
  associated and Marie responded, the product we're bringing to
• 17:20
  the market is made with pure ceremonial grade matcha.
• 17:22
  I'm sorry, you guys, if anybody watches Beverly Hills, Real
• 17:26
  Housewives of Beverly Hills, it's giving Amanda when she
• 17:29
  ordered matcha at that Cafe when they were on vacation.
• 17:32
  She's like, is this ceremonial grade?
• 17:34
  Is your matcha. Good, is it?
• 17:35
  Ceremonial Grade. OK, so ceremonial grade matcha
• 17:40
  source from Japan, and we'll be approaching this with respect
• 17:43
  and transparency. We want to focus on
• 17:44
  appreciation, not appropriation. We're always up into learning
• 17:48
  and doing better though, especially before launching.
• 17:50
  I mean, I feel like the way to do better is to do this in
• 17:54
  collaboration with someone who's Japanese.
• 17:57
  Someone else commented. Cultural products don't become
• 17:59
  original ideas simply because they're repackaged or
• 18:02
  commercialized by someone outside the culture.
• 18:05
  Find your own thing, white women, your colonial bloodlines
• 18:08
  are showing. And then Marie responded.
• 18:11
  For sure, the product we're bringing to market is made with
• 18:13
  pure ceremonial grade matcha source from Japan.
• 18:16
  And we're very intentional about honoring matcha's cultural
• 18:19
  origins rather than rebranding or diluting them.
• 18:22
  Our goal is appreciation and education, supporting quality
• 18:25
  producers and sharing matcha in a way that's respectful, not
• 18:28
  extractive. White on white crime, someone
• 18:31
  wrote. I mean, as far as we know, there
• 18:33
  were no contracts between any of these people.
• 18:35
  And I feel like Marie maybe has taken this as an opportunity to
• 18:39
  talk about, you know, what's happening her brand.
• 18:41
  And then people are going to be excited to buy it because her
• 18:43
  comment section is filled with people being like, I'm going to
• 18:46
  buy yours instead of theirs, basically.
• 18:48
  All right, and the last story that I have for you guys today,
• 18:51
  this is a wholesome story to end on.
• 18:53
  The Dubai Chewy cookies are literally becoming such a
• 18:57
  cultural phenomenon in South Korea because of social media
• 19:01
  and I need to talk about it. So over the past few weeks, a
• 19:03
  dessert called Dubai Chewy cookies have been going viral
• 19:06
  everywhere and especially in South Korea because that's where
• 19:09
  they were invented by a pastry chef named Kim Nara.
• 19:13
  The dessert is not a cookie despite being called a cookie.
• 19:16
  It's pistachio cream and shredded pastry, which as we
• 19:19
  know, that's kind of like the signature like Dubai chocolate
• 19:22
  vibe. That's the feeling and it's
• 19:23
  wrapped in a chewy marshmallow like outer lair.
• 19:26
  So Kim developed it last year and it became this viral craze
• 19:30
  after K pop stars were photographed with them on the
• 19:32
  January 26th episode of SBSS Little Big Masters.
• 19:38
  Kim said she now produces more than 30,000 cookies a day with a
• 19:42
  workforce of about 50 employees and that the dessert's growing
• 19:46
  popularity. Reminder this only started in
• 19:48
  like September. OK, the dessert's growing
• 19:50
  popularity has added daily sales amounts of about $89,000 USDA
• 19:57
  day a day. That is such a career slay like
• 20:02
  I can't even imagine. OK, so these cookies have become
• 20:05
  such a phenomenon. Crowds are formed for hours
• 20:09
  before shops open, people waiting for them.
• 20:12
  Online communities are creating like a real time maps, tracking
• 20:17
  who has cookies on any given day.
• 20:20
  Like it's become such a thing. I mean, it's a thing here.
• 20:22
  It's it's a thing everywhere because it's viral.
• 20:24
  But like, it's a really a thing in South Korea.
• 20:27
  So last week, the Red Cross reportedly tapped into the craze
• 20:31
  Because I guess this time of year, it's typically hard
• 20:33
  because it's winter in South Korea.
• 20:34
  It's typically harder to get blood donations because it's
• 20:37
  winter. It's flu season.
• 20:38
  So there's been this blood donation shortage.
• 20:41
  And now in an effort to curb the shortage, the Red Cross in South
• 20:45
  Korea started offering these Dubai chewy cookies as
• 20:47
  incentives for donors. And now several centers have
• 20:51
  reported their supply has doubled or even tripled.
• 20:56
  Sense the power of FOMO, let me tell you.
• 21:00
  OK so I'm like desperate to try a Dubai chewy cookie.
• 21:03
  I can't believe I haven't tried 1 yet.
• 21:05
  But I've been looking on TikTok and there apparently are quite a
• 21:07
  few places around like where we work that have them.
• 21:09
  So definitely next week Annabelle and I are going to go
• 21:12
  try and find some. And she doesn't know this yet,
• 21:14
  but I'm going to make her come with me.
• 21:16
  I'll let you guys know how it is.
• 21:18
  If you guys have tried them, let me know.
• 21:19
  Anyways, guys, thank you so much for listening today.
• 21:22
  I love you. Please remember to rate, review
• 21:23
  and subscribe. I need to get this little girl
• 21:26
  home. It's her dinner time now, my
• 21:28
  little baby pumpkin. I love you guys and I actually
• 21:32
  will talk to you guys tomorrow for a Friday mini scroll.
• 21:35
  Bye. Can you say bye?
• 21:37
  Centennial World Podcast Network operates on Gadigal land.
• 21:40
  We would like to acknowledge the Gadigal of the Eora Nation, the
• 21:43
  traditional custodians of this land, and pay our respects to
• 21:46
  elders both past and present.