Do you ever get the feeling, as you scroll mindlessly through your Instagram and TikTok feed, that life is being lived elsewhere, and you're just a spectator?
When you see a group of people whooping as they tackle the latest food trend, laughing over glow-in-the-dark drinks, or biting into cartoon-shaped fairy floss, do you wonder how your own life became so boring?
Or, you might be wondering why your teenager is unexpectedly in the kitchen, following a screenshotted recipe on their phone, when they never offer to help you cook.
Wonder no more, because the Viral Food Festival will be back in town this weekend.
Over three whole days at Newcastle Racecourse, you'll no longer be on the sidelines, wondering how all those viral food sensations actually feel, smell and taste - you can get right in there and try them for yourself.
From nachos in a bag to matcha-in-a-can, birria-dipped pizza to a cheeseburger burrito, you'll be able to see what all the fuss is about.
You might find yourself asking one of the modern world's most existential questions - is food for eating, or for TikToking? But in this day and age, does it even matter?
For organiser Sam Adams, the festival is as much about fun and creativity as selling a commodity.
"We just noticed there was an explosion of food vendors showing their food online and repping in front of the camera," he said.
And so, tapping into this newfound enthusiasm for visual food hustles, he and his partner Phaly My have decided to flip things around and make social media and video presence a requirement - the main challenge, if you will.
The result has been a growing line-up of the weird, wild and wonderful in the food world, from new takes on bubble tea and loaded fries, to Frankenstein-esque concoctions. A Disney churros dupe comes alongside glow-in-the-dark candy, Big Mac tacos and souffle pancake, Acai Bunny and the Dubai bubble waffle.
This is the kind of stuff you want to stare at and marvel at, enough to make you stop scrolling long enough to wonder how it would taste.
A Labubu bun, anyone? Or cheesecake on a stick? A drink that lights up? A toastie filled with stretchy, rainbow cheese?
If you're online enough, you may well have already seen these viral sensations creeping in or even taking over your feed, taunting you in your weakest, hungriest moments.
Adams says this is the point - by the time you make it to the festival, you'll have seen a lot of the products online. It will be, he says, like going to a party with a whole bunch of people you've heard of, but never met.
The festival has been going for less than a year, but when it landed in Newcastle last year, thousands of people came through the gates.
Asams and My, who have run Aussie Night Markets across the east coast for the past decade, want to keep the event curated and limited, to eight or 10 a year across various cities.
"We don't want to thrash the idea," he said.
"But creators are making new viral foods all the time. We want food creators at the edge of creating something new who are happy in front of the camera.
"The only questions are, is it cool, does it look great and can you show us in front of the camera?"
There'll also be a full entertainment program, including live music and wrestling - plenty of stuff to add to your feed if a slice of cheesecake on a stick and a giant french fry don't cut it.
So, this is your chance to stop being the chump watching from the sidelines, and actually be a part of all that stuff that makes your social media so enticing and exclusive.
