A small, local patisserie has become the unexpected sensation of social media, sparking queues and a level of popularity that has taken everyone by surprise. What was once a quiet bakery, known only to the locals, has suddenly found itself at the centre of a viral social media whirlwind. But what exactly triggered this extraordinary surge in attention?
It all began with a chance encounter on a train between a Chinese content creator named Max, who operates under the handle @AustralianShopping on Douyin (the Chinese version of TikTok), and an Australian woman named Margie. Max, fresh off a visit to an award-winning patisserie, shared some of his sweet haul with Margie, including a vanilla slice and an apple turnover.
Margie, in turn, recommended her favourite patisserie, Du Plessy Pralin & Otello Chocolates Patisserie, urging Max to try their Japonaise cake—a decadent dessert featuring almond and hazelnut meringue layers with a blend of light and dark chocolate mousse.
Max took Margie’s advice, and the two eventually reunited for a cake date at the patisserie to sample the Japonaise cake. The video of their outing went viral, and Max’s 2.6 million followers were captivated by the story and the cake. The patisserie’s owner, Paul Adam, was taken aback by the sudden influx of customers, primarily from the Asian community, who were eager to try the now-famous Japonaise cake.
‘We used to do about 100 cakes a week,’ Paul Adam shared, ‘Now we’re doing around 150 cakes a day, and we can’t do more than that.’ The patisserie’s business has been booming ever since, with Adam admitting, ‘It is totally and utterly nuts.’
The demand became so overwhelming that the patisserie had to disconnect their phone for ten days, unable to keep up with the barrage of calls from all over the world. Some customers were even enquiring if the cakes could be posted to China. The craze reached new heights when three ladies from Brisbane called the patisserie, willing to fly in and out of Sydney just to secure their Japonaise cakes.
For those looking to indulge in this viral sensation, Mr Adam advises calling the patisserie to place an order in advance. However, he also suggests that patience will be a virtue, as the patisserie plans to take a well-deserved two-week break over Easter.
This remarkable story highlights the power of social media and word-of-mouth in transforming a local business into an international phenomenon. It also serves as a testament to the universal language of good food and the connections it can forge across cultures.
The Japonaise cake has not only put Du Plessy Pralin & Otello Chocolates Patisserie in West Pymble, Sydney, on the map but has also sparked a newfound friendship between Max and Margie, whose shared love for pastries transcended cultural barriers and brought a community together.
So, if you’re in Sydney and have a sweet tooth, you might want to join the queue at this now-famous patisserie. Just be sure to plan ahead—and maybe bring a friend to share in the experience. After all, who knows when your next casual recommendation might lead to the next big foodie trend?
What do you think about the role of social media in helping small businesses grow? Have you ever tried the Japonaise cake or discovered a hidden gem through a viral trend? What are your thoughts on this growing trend? Feel free to share your experiences or opinions in the comments section below!
Also read: End of an era: A well-known bakery is closing down every store—find out why
