The embarrassment of South Korea caused by former Korean Air executive Cho Hyun-ah’s behavior after being served a bag of macademia nuts instead of on a plate appears to be having an upside after all.

Local reports are claiming that the digital wildfire following the incident on Korean Air’s Dec. 5 flight from New York City has catapulted the popularity of macademia nuts in South Korea, making it a household name. The result? The demand for macademia nuts has skyrocketed.

Macadamia nuts sales jumped 20 times during the six days to Sunday compared with the previous week, according to Gmarket, which is South Korea’s largest online shopping retailer.

Another web retailer called Coupang revealed that Mauna Loa macadamia nuts had sold out, “with about 100 users asking on the comments section for the product to be quickly restocked.”

A South Korean unit of eBay and South Korea’s second-largest e-commerce website, Auction, said Monday that sales of macadamia nuts spiked about “12-fold during the previous five days without any promotions” and that macadamia nuts “previously made up 5 percent of its nut sales but were now accounting for almost half.”