Once celebrated as tennis’ “people’s slam,” the US Open has transformed into a high-octane lifestyle carnival — where attending is less about the sport and more about being seen sipping a $23 Honey Deuce or Instagramming a $100 plate of caviar-topped chicken nuggets.Go Beyond The Boundary with our YouTube channel.SUBSCRIBE NOW!Every August, New York’s final Grand Slam rolls into Queens with a spectacle that now extends far beyond forehands and backhands. Fans parade their consumption: lobster rolls at $40, gourmet ramen shrimp scampi, rye cookies, and above all, the Honey Deuce cocktail — a vodka-lemonade mix adorned with frozen honeydew “tennis balls” — now an unmistakable symbol of the Open. In 2023 alone, CNBC reported over 550,000 Honey Deuce cocktails sold, generating $13 million. Despite six price hikes since 2012, its popularity has soared, a phenomenon dubbed “funflation” — where Americans, even while complaining about grocery prices, splurge on experiences.
If Wimbledon’s strawberries and cream represent understated tradition, Flushing Meadows has leaned into over-the-top indulgence. Michelin-starred chef Simon Kim, whose Korean steakhouse Coqodaq dazzles Manhattan’s elite, was invited to bring his creations to the Open. His much-talked-about “caviar nuggets” embody the fusion of highbrow and lowbrow. “Chicken nugget is the most common food. Caviar is the highest brow. We mixed the two to make something special that’s available to everybody,” Kim told CBS.The menu also includes Gangnam-style chicken sandwiches and mango mahi tacos. Supplier Pat Lafrieda explained, “Food is reflective of the city — beef, chicken, pasta, ramen, Japanese — it’s variety that mirrors New York itself.”But the food spectacle has spiraled into a sideshow. New York Post reported groups stacking Honey Deuce cups into towers around stadiums, turning the Open into a frat-style carnival. Even players are leaning into the culture. Jessica Pegula posted a selfie with the cocktail after her semifinal loss, while doubles finalist Taylor Townsend swigged one at her press conference. The drink, much like the mint julep at the Kentucky Derby, is now synonymous with the Open.What was once an accessible celebration of tennis now feels like a cultural festival where the price tags themselves are part of the spectacle. The Guardian described it as the “Coachella-fication” of tennis: celebrities, influencers, fashion trends, and Instagram posts often overshadow the actual sport.For purists, Carlos Alcaraz and Jannik Sinner dueling for supremacy might remain the main draw. But for many at Flushing Meadows, the main story of the US Open lies in the carnival of consumption — where caviar on nuggets and vodka in collectible cups take center stage.
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