# Cheesy Local Traditions “Cheese Rolling and Wake” Takes Over England Hillsides By Christina Butty | Published 2009-05-26 | World Source: Trend Hunter, https://www.trendhunter.com/trends/cheesy-traditions-annual-cheese-rolling-and-wake-in-england References: [mirror](http://www.mirror.co.uk/news/weird-world/2009/05/25/pictures-daring-competitors-take-part-in-the-annual-cheese-rolling-and-wake-115875-21388187/) In [jolly old England](https://www.trendhunter.com/trends/trader-joes-red-leicester-cheese) there is an event known as “Cheese Rolling and Wake” that is too good to be true. This annual tradition involves participants throwing themselves down a hill in [pursuit of cheese](https://www.trendhunter.com/trends/kraft-natural-cheese). I haven't witnessed it myself, but would like to. After viewing the pictures above, this event seems popular and hardcore. **Implications** - Local traditions frequently focus on fun, public embarrassment and drunkenness; the most enduring conventions feature all three. This Gloucestershire tradition has been around for hundreds of years; during times of lackluster economic conditions, it offers citizens and tourists alike a way to escape the doldrums of everyday life and recapture fleeting moments of pleasure and jocularity. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 19% | Activity: 81% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [Bizarre](https://www.trendhunter.com/bizarreworld) ## Key Themes ### Key Themes Behind This Trend - **Reimagining Traditions:** There is an opportunity to create new experiences by reimagining old traditions in a modern context. - **Unconventional Recreation:** There is a growing interest in unconventional and extreme recreational activities that offer participants a unique and thrilling experience. - **Experience Economy:** The rise of experience-based consumption provides a unique opportunity to capitalize on local traditions and cultural events for tourism and economic development. ### Where This Applies - **Tourism:** The tourism industry can leverage local traditions and cultural events to attract visitors and capitalize on the trend towards experience-based consumption. - **Recreation:** The recreation industry can offer new and exciting options for consumers seeking unconventional and extreme recreational activities. - **Hospitality:** The hospitality industry can offer packages and experiences that cater to travelers interested in participating in local traditions and cultural events as part of their stay. ## Related on Trend Hunter - [Cheese Lover Societies](https://www.trendhunter.com/trends/cheezmasons.md) - [Cheese-Themed Retreats](https://www.trendhunter.com/trends/the-cheezit-escape.md) - [Halloween-Themed Cheese Products](https://www.trendhunter.com/trends/nightmare-on-market-street.md) - [Cheese-Themed Luxury Spas](https://www.trendhunter.com/trends/wedgewater-spa.md) - [Festive Celebration Cheese Products](https://www.trendhunter.com/trends/ilchester-cheeses.md) - [Flavor-Forward Waxed Cheeses](https://www.trendhunter.com/trends/cheese-truckles.md) - [Cheese Wheel Wedding Cakes](https://www.trendhunter.com/trends/snowshill-cheese-wedding-cake.md) - [Cheese Wheel Dining Experiences](https://www.trendhunter.com/trends/wheelveeta.md) - [Unconventional Easter Ice Creams](https://www.trendhunter.com/trends/devon-house.md)