Spotify Wrapped has become a year-end ritual for many users, showcasing their most listened-to songs and creating a wave of nostalgia. This annual release has inspired similar ‘year in review’ features from various apps and brands, including Duolingo and Monzo. Experts suggest that sharing these personalized summaries allows users to create a curated online image without traditional self-promotion. The phenomenon illustrates a growing trend where brands leverage this sharing behavior for free advertising, contributing to a festive cultural calendar.