Every December, Spotify’s Wrapped feature captures users’ most-listened-to songs, creating a viral moment across social media. This trend has inspired various other brands, including Duolingo and Monzo, to offer personalized year-in-review summaries. Experts suggest that sharing these summaries allows users to showcase their interests without the self-promotion often associated with selfies. The phenomenon has become part of the festive season, with businesses eager to join the trend, using it as an opportunity for free advertising and relatable engagement with consumers.