One of the biggest developments spurred by smartphone technology is the rise of the selfie generation. Especially for millennial consumers, self-taken photos have become a language of self-expression. Arguably, one of the strongest selfie-cultures is the Philippines. Dining out at the International of House of Pancakes (IHOP) has become a ‘thing’ there thanks to the trend of taking ‘me-with-a pile of pancakes’ selfies and sharing them online. How can global brands like IHOP capitalize on this trend? What are some possible risks here?