The Spanish tradition of eating twelve grapes on New Year's Eve, symbolizing luck for the coming months, has gained popularity in India. Initially a late 19th-century Spanish marketing tactic, it evolved into a cultural ritual. Global television and the internet, particularly social media platforms like Instagram and YouTube, transformed it into a viral challenge. In India, the tradition was adopted by urban Gen Z and millennials as a relatable, symbolic act of hope and intention-setting, detached from strict belief and more about shared experience.