If there’s one thing more popular than Lisa Blackpink in Thailand, it’s Yadom. In fact, the kpop singer helped introduce Yadom to her massive international fanbase when she said that she always carries it around in her bag — the clip then went viral because she pronounced it as Yadong, which is a whole different thing in the Korean language (adult video). But not only Lisa; almost everyone in Bangkok and lots of other areas across Thailand probably has one in their bag. In fact, if you’ve stayed in Bangkok long enough, you’ve probably seen many people from all walks of life sniffing Yadom in public. Some even have little white tubes stuck in their noses like it’s part of their body. But what is yadom, and why is it so popular in Thailand?