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Just like any other fad, really. It'd be tough to trace a true "origin" for it given that zombies have been in human culture forever. However, I'd say there's some combination of 1) interest in the supernatural fueled by Twilight and the like, 2) a handful of successful movies specifically about zombies in the past few years (I Am Legend, Zombieland, etc.) and 3) a handful of events started around the country to toy with the idea (Zombie Crawls, etc.).
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