chain Smoke's Poutinerie. There was criticism that the inaugural contest was held outside of Quebec and excluded Québécois. The IFCE stated that Montreal poutineries had not expressed any interest in holding the competition. Regulations for contests in Quebec make it difficult to include the province, which is often absent from national contests. Smoke's has since sponsored a cross-Canada poutine eating tour. In 2011, chef Chuck Hughes won on Iron Chef America (episode 2 of season 9) by beating Bobby Flay with a plate of lobster poutine. Jones Soda Co., originally a Canadian company now based in the US, created a poutine-flavoured limited-edition soft drink in 2013, which received international pop culture attention. Bacon-poutine was one of four flavours selected as a finalist in the 2014 Lay's Canada Do Us A Flavour potato chip contest. Though it did not win, Lay's later added a bacon-poutine variety in its Canada entry for the World Flavourites. Loblaws' President's Choice and Ruffles brands also offer poutine-flavoured potato chips in Canada. Giapos Ice Cream of New Zealand has served a "poutine ice cream" of oolong matcha tea, ice cream and caramel sauce over hand-cut fries since 2017. In a 2018 promotional campaign for the film Crazy Rich Asians, "the world's richest poutine" was created with wagyu steak, lobster, truffles, shiitake and chanterelle mushrooms, edible orchids, and gold flakes, priced just under $450. Joel Edmundson, of the 2018–19 National Hockey League champion team St. Louis Blues, ate poutine from the Stanley Cup during celebrations attended by over 4,000 fans in his hometown of Brandon, Manitoba. Mathieu Joseph, a Chambly, Quebec native who won the Cup with the Tampa Bay Lightning in 2020 and 2021, also ate poutine from the Cup during a celebration with the Cup in 2021. Social mobility and appropriation The social status of poutine has evolved dramatically since its origins in rural Quebec in the 1950s. The dish was long mocked as a culinary invention and used as a means of stigmatization by non-Québécois against Quebec society to reduce its legitimacy. While the first generations that suffered from the poutine stigma opted to disidentify from the dish, Quebec youth have recently been operating a reappropriation of poutine to positively revalue the dish as a symbol of Quebecois cultural pride. Today, the dish is celebrated in many annual poutine festivals in Quebec, the rest of Canada, and in the United States. The evolution of