With end-of-year parties now in full swing, social media users are curating their profiles with "Insuta-bae" photographs that capture them enjoying enviable times.
Businesses have taken note of the interest in the service and the most tech savvy are seeking to attract online users craving social media eye candy.
Insuta-bae, a term referring to picture-perfect locations or products for the photo-sharing service Instagram, shared top spot in the 2017 U-Can New Words and Buzzword Awards. Its English equivalent would probably be something along the lines of "Insta-worthy."