A prominent Australian social media influencer is facing significant online criticism after showcasing her use of an expensive, commercial-grade kitchen gadget for a simple daily task.
The $2000 Iced Coffee That Sparked Outrage
Sydney-based TikTok star Sophia Begg, 22, who boasts over 1.4 million followers, posted a video on Monday that quickly drew ire. In the clip, she demonstrated making an iced coffee by pouring coffee and iced water into a plastic cup, then placing it inside a commercial can-sealing machine worth approximately $2000 (£1,600). The device sealed the drink shut with a metal lid, turning it into a single-use canned beverage.
The video ignited a fierce debate on platforms like Reddit, where users branded the act as the pinnacle of unnecessary consumption. Many questioned why a reusable glass wasn't used instead of creating packaging waste for a drink made at home.
Backlash Over 'Wasteful' Consumerism
Critics were swift to condemn the display. One social media user remarked, "I love the little juice can things but all I can think about is how wasteful it is? I assume once sealed it's not reusable? Just have it in a glass." Another commenter agreed, stating it was "overconsumption at its finest."
Further criticism highlighted the disconnect between the trend's practicality for businesses and its absurdity for home use. "Yeah I know they're trending... but using plastic bottles and sealing with the top at home to drink at home just feels like consumerism final boss," one user wrote.
Labelled the 'Micro Trend Final Boss'
This incident follows recent controversy where Begg was labelled Australia's 'biggest micro trend final boss' by Sydney stylist Jamie Azzopardi during Australian Fashion Week 2025. The term refers to someone who frequently embraces short-lived, often fast-fashion trends.
When approached by media outlet Pedestrian about the title, Begg retorted by criticising Azzopardi for wearing fast-fashion brand Shein to the event. Azzopardi, who uses they/them pronouns, later claimed they misunderstood the term 'micro trend final boss' and meant no offence, stating, "I said Sophia is a boss... she can wear a loofah and still look flawless."
The saga underscores growing public scrutiny over influencer culture, perceived wastefulness, and the relentless pursuit of viral trends at any cost.
