Fortune cookies. Those crunchy little crescents we casually crack open after a meal, pretending the message inside doesn’t matter—until it does. These aren’t just desserts anymore. They’ve become pop culture staples, showing up in viral moments, major marketing campaigns, and even a few surprising sports predictions.
When it comes to cultural cameos, fortune cookies have racked up more screen time than Taylor Swift at a Cheifs game. Here’s a short list of their greatest hits:
Morning Brew Origin Story
Turns out, your favorite inbox companion, Morning Brew, owes its very existence to—you guessed it—a fortune cookie. Back in 2020, co-founder Austin Rief shared a story on X about how a simple night of takeout Chinese food led to a life-changing decision. Inside his cookie was a fortune that gave him the nudge he didn’t know he needed: a message so perfectly timed it convinced him to leave his job and take a chance on building something new with co-founder Alex Lieberman.
The tweet, which Rief posted with a mix of humor and disbelief, quickly went viral, racking up likes, retweets, and thousands of comments like, "Guess I’m ordering Chinese tonight" and "Imagine trusting your life to a cookie." It was a moment that perfectly blended the quirky, the relatable, and the oddly inspiring. What started as a novelty dessert turned into the catalyst for one of the most successful business newsletters in the world, proving that career advice doesn’t always come from mentors or books—sometimes, it’s baked into a crispy crescent of curiosity.
Jon Rahm’s Masters Moment
Jon Rahm’s path to Masters glory didn’t just start on the golf course—it began with takeout Chinese food and a fortune cookie. Back in 2013, Rahm, then a young golfer with big dreams, cracked open a fortune that felt more prophetic than playful. It read: “Your talents will be recognized and suitably rewarded.” Inspired, Rahm snapped a photo and posted it to X (then Twitter) with the bold caption: “I’m gonna win the Masters!”
At the time, it may have seemed like an ambitious joke, but a decade later, Rahm made good on that declaration, claiming the coveted green jacket in 2023. The story resurfaced during his win, with fans marveling at his decade-long journey from hopeful dreamer to golfing legend.
Rahm’s fortune cookie moment became the ultimate symbol of manifestation, luck, and perhaps a touch of destiny. Was it sheer confidence, snack-based clairvoyance, or a little bit of both?
Elon Musk’s Fortune Brings Fortune
Even billionaires aren’t immune to the charm of a good fortune cookie, and Elon Musk proved it earlier this year with a viral moment straight out of a takeout box. After cracking open a cookie during what we can only assume was a rare break from revolutionizing industries, Musk found a fortune that read: “Take a vacation, you will have unexpected gains.” Naturally, he did what anyone would do—he shared it with the world on X.
But this wasn’t just any post. It quickly took off, racking up over 74 million views and 39,000 retweets. People debated everything from the fortune’s accuracy to Musk’s actual vacation habits. Some joked that the “unexpected gains” must have been Tesla stock, while others wondered if Musk really needed a cookie to tell him to relax.
The moment was classic Musk: quirky, unfiltered, and impossible to ignore. For the rest of us? It was a reminder of why we secretly hope for that one perfect fortune every time we crack open a cookie—because, who knows, it might just lead to unexpected gains of our own.
Waymo’s Robotaxi Gambit
A single tweet turned Waymo's OpenFortune cookie campaign into a viral hit. Posted by tech journalist Biz Carson, the tweet featured a photo of a Waymo fortune with the caption, “Only in San Francisco do you open a fortune cookie and find a Waymo ad.” The post gained massive traction, racking up over 572,000 views, 13,000 likes, and hundreds of comments and retweets.
People chimed in with everything from admiration for the clever campaign to jokes about Silicon Valley’s tech obsession infiltrating even their desserts. The QR code on the fortune led to more curiosity, seamlessly tying Waymo’s cutting-edge self-driving taxis to an everyday dining experience.
The tweet captured the essence of what makes a great campaign—unexpected, engaging, and impossible to ignore.
Liquid Death’s Cookie Chaos
Liquid Death, the punk rock water brand that’s made a name for itself by flipping expectations on their head, didn’t just join the fortune cookie trend—they hijacked it and gave it a dark, hilarious twist. This Halloween, they partnered with OpenFortune to distribute Misfortunes at Chinese restaurants across New York and Los Angeles. These weren’t the usual “lucky numbers” or motivational quotes. Nope. These jet-black cookies delivered grim, laugh-out-loud predictions like, “Your houseplants are planning a coup,” and invited diners to embrace the chaos with every crack.
But it wasn’t just about the cookies. Each one came with a QR code leading to Liquid Death’s “HorrorScope,” a brilliantly creepy SMS service where subscribers could receive more darkly hilarious fortunes straight to their phones. It was a perfect match for Halloween, taking their edgy brand voice and turning it into an interactive, viral moment.
And viral it was. AdAge covered it, LinkedIn buzzed with posts, and Reddit threads debated whether these cookies were pure genius or just the right amount of evil. The campaign outperformed Liquid Death’s NASCAR partnerships in engagement (yes, fortune cookies beat race cars), proving once again that people love their dessert with a side of doom and humor.
Mat Fraser’s Career Inflection Point
CrossFit legend Mat Fraser’s career started with a fortune cookie.
In a recent Instagram post, the five-time “Fittest Man On Earth” shared a throwback to his early days in 2013, including a prophetic fortune he got from Panda Express the night before one of his first big competitions.
The message read, “Participation in sport may lead you to a lucrative career.”
Fast forward, and Fraser didn’t just make a career—he built an empire. With over $1.6 million in competition winnings, sponsorship deals with brands like Nike, and multiple successful ventures like supplements, a training app, and a performance brand, Fraser has cemented his place as a force in both CrossFit and business. His Instagram alone boasts 2.4 million followers, but his reach and impact go far beyond the platform.
Stories like this prove what we’ve always said: fortune cookies are more than dessert. They’re bite-sized bursts of inspiration that can spark action, motivation, and yes, even life-changing careers.
And judging by the flood of comments on Fraser’s post, everyone loves a story like this.
Advertising Gold: OpenFortune’s Genius Move
The amazing stories above—from sparking viral tweets to predicting legendary careers—show just how powerful a simple slip of paper can be when paired with the right message and a little creativity.
At OpenFortune, we’ve turned these humble treats into high-ROI advertising tools for the world’s biggest brands like Duolingo, Capital One, and Liquid Death.
The magic lies in the experience. Fortune cookies are tangible, personal, and impossible to ignore. When someone cracks one open, they’re not just reading a message—they’re engaging with it. And when that message connects with a brand, it creates a memorable moment people want to share. That’s why we don’t just sell ad space. We create cultural touchpoints that leave a lasting impression.
The future of fortune cookies is limitless. They’re already inspiring Masters wins, sparking viral tweets, and redefining what advertising can be. As marketing tools and cultural icons, their potential keeps growing.
Your fortune for today? “The best advertising opportunities are the ones you least expect. Let’s create one together.”
