Harold's is an integral part of South Side culture. It is particularly popular among the students and faculty of the University of Chicago, where legend has it that the research that won many of the University's Nobel Prizes was fueled by late night infusions of Harold's chicken. In addition, the restaurant is often referenced in the hip-hop community. The most prominent example of this is its appearance in Kanye West's music video for his song "Through the Wire." Other prominent Chicago natives, such as basketball star Dwyane Wade, have been known to discuss their love for the restaurant as well.