The Complete Guide to #LicoriceDay
Everything you need to know about using #LicoriceDay and #NationalLicoriceDay on social media - hashtag strategy, content ideas, and how to tap into a surprisingly passionate community.
What is National Licorice Day?
National Licorice Day falls on April 12th. Licorice has been around for thousands of years - ancient Egyptians, Greeks, and Romans all used licorice root as medicine and flavoring. The candy form emerged in the 17th century in the Netherlands, and Dutch immigrants brought their licorice traditions to America. Today the licorice market covers everything from classic black twists and red ropes to artisan European varieties that taste nothing like what you find at a gas station.
The day celebrates the candy in all its forms and has become a reliable engagement driver on social media because licorice is one of those foods people either love or absolutely cannot stand. That polarization is social media gold.
Why #LicoriceDay Drives Engagement
Divisive foods generate more comments and shares than universally liked foods. Nobody argues about chocolate chip cookies. But mention black licorice and you will get passionate responses on both sides. This built-in controversy means your licorice posts will naturally attract interaction without you having to manufacture a hot take.
The candy nostalgia angle also plays well. Many people associate licorice with grandparents, old candy shops, or childhood memories. Nostalgia content consistently outperforms generic brand content because it creates an emotional response that drives comments and shares.
Best Hashtag Pairings
Use #LicoriceDay or #NationalLicoriceDay alongside these hashtags for broader reach:
- #Licorice - The evergreen base tag that works year-round
- #CandyLovers - Broad candy community with active engagement
- #BlackLicorice - The controversial choice that sparks debate
- #RedLicorice - Larger audience since more people prefer red varieties
- #RetroCandy - Taps into nostalgia and vintage candy aesthetics
- #SweetTooth - Wide reach tag for anyone who loves sweets
- #CandyOfTheDay - Niche tag with a dedicated following
- #DutchCandy - Connects with the European licorice community, which is very engaged
Content Ideas That Work
The Great Debate Post. Ask your audience: black licorice or red licorice? This single question can generate hundreds of comments. Frame it as a poll on X/Twitter, a story poll on Instagram, or a comment-based poll on TikTok. Do not pick a side in your caption - let the audience fight it out.
Taste Test Video. Try different licorice varieties on camera - American vs. Dutch vs. Finnish vs. Australian. Reaction content performs well because the flavor differences are genuinely dramatic. Salty Finnish licorice, in particular, produces great reactions from people trying it for the first time.
History Deep Dive. Share the surprising history of licorice root as medicine. Most people do not know that licorice was used to treat coughs, stomach problems, and infections for centuries before it became candy. Educational content gets saved and shared.
Candy Flat Lay. Arrange different licorice types in a visually appealing pattern and photograph from above. This works especially well on Instagram and Pinterest. Include vintage-style props to amplify the nostalgia factor.
Unpopular Opinion Thread. Post “Black licorice is the most underrated candy” and watch what happens. Unpopular opinion content consistently drives engagement because people feel compelled to agree or disagree.
Platform-Specific Strategy
Instagram: Visual content wins here. Colorful licorice flat lays, close-up texture shots, and short Reels of candy being twisted or cut. Use 8-12 hashtags combining the holiday tags with broader candy and food tags.
TikTok: Taste test reactions are the format to beat. Also consider “rating every type of licorice” ranking videos. The comment section will be active because people have strong opinions about candy rankings.
X/Twitter: The debate format works best here. Polls, hot takes, and controversial opinions about licorice will generate quote tweets and replies. Keep it simple - one strong opinion per post.
Facebook: Nostalgia plays best on Facebook. Posts like “Who remembers buying licorice ropes at the corner store for a quarter?” drive comments from older demographics who love sharing memories.
Pinterest: Pin licorice-themed recipes (licorice ice cream, licorice-flavored baked goods) and candy arrangement ideas. This content has a long shelf life on Pinterest.
Timing Your Posts
Post your main content on the morning of April 12th. Candy content does not have the same mealtime dependency as food content, so any time between 9 AM and 2 PM works well. The debate-style posts can go out later in the day too - people love arguing about licorice during their evening scroll.
If you are a candy brand, start teasing the holiday a day or two early. A “Tomorrow is #NationalLicoriceDay - are you team black or team red?” post the night before builds anticipation.
Brand Tie-In Ideas
Candy companies and sweet shops are the obvious fit, but other brands can play too. Coffee shops can pair licorice with espresso drinks. Bakeries can feature licorice-flavored items for the day. Even non-food brands can use the debate angle - “We are team [black/red] licorice. What about you?” shows personality and drives engagement regardless of your industry.
European and Scandinavian food importers should treat this as a major content day. The salty licorice niche is small but incredibly loyal and engaged online.
