The jump in Marie Kondo-related internet and social media searches proves the Netflix effect is real

The Ringer

Internet searches for hashtags like #konmari and #sparkjoy have soared since Tidying Up with Marie Kondo was released on New Year's Day. "The explosion of Marie Kondo and the KonMari Method on the internet is certainly proof of the star’s capabilities and winning personality," says Molly McHugh. "But it is also evidence of Netflix’s ability to resurface a trend. Of course, plenty of the KonMari content floating about is negative. The backlash cycle is in full swing, with much of it specifically focused on Kondo’s suggestion to part with books (although she says to do this only if they don’t bring the owner joy). Still, it hit a nerve. But data about page views and hashtags isn’t concerned with whether or not the accompanying content is positive or negative, only that it exists. To that end, KonMari has never been more alive."

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