The “muffin mania“taken over New York. Riding the Olympic Games and videos distributed on TikTokAmerican brand, Isshiki Matcha, has opened a pop-up store dedicated to the “viral Olympic village muffin” within its establishment.
At the beginning of this idea, a video shared by the Norwegian swimmer Henrik Christiansen in which the swimmer makes an ode to the muffins distributed in the athletes’ village. The short clips of “muffin man” on this program have millions of views.
The campaign was made in collaboration with artist Kelin Carolyn Zhang. In a video posted on TikTok, the duo explains that the initiative came from a simple desire. “For very selfish reasons, I wanted to taste this muffin,” explained Isshki Matcha founder Angel Zheng.
Less than a week after the end of the Olympic Games, the dessert crossed the Atlantic for an unprecedented sales day. About 300 muffins were imported from France.
An “incredibly long” queue.
In photos published by the blog EV Grieve, an expert in the East Village in New York, a “surprisingly long” queue. The pop-up store was only open last Saturday. On Instagram or TikTok, users say they have even waited almost two hours.
Iris, a resident of New York, wanted to try the famous muffin after seeing a video on Instagram. “The fact that it was exclusive made this question even more interesting,” she told BFMTV.com. But what is the flavor value of the muffin, sold for $10.89? “This was the first pastry I would call ‘decadent’. It was so rich but balanced. It wasn’t too sweet, but very satisfying.”
If the pastry is nicknamed “Crous muffin”, it is actually made by Coup de Pâtes, a French industrial supplier, explain Angel Zheng and Kelin Carolyn Zhang. Vegetable fat, dextrose, emulsifiers, stabilizer, however, the product is not at home.
Driven by the craze, Kelin Carolyn Zhang says she wants to replicate this sale within the framework of the Paralympic Games.
2024-08-18 14:04:41
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