NEW YORK — Long lines have formed outside bakeries, dessert shops and food markets in several cities in recent months as social media-driven dessert trends continue to attract customers, with some products selling out within hours of stores opening, according to business owners and local media reports.
From New York and Connecticut to Seoul and Jakarta, retailers have reported strong demand for specialty cakes, pastries and confectionery items that have gained popularity online. Several businesses said customers began queuing before opening hours to secure limited daily supplies.
Among the latest trends are “dot cakes,” small sprinkle-covered cake cups that originated in New York and have expanded into neighboring states. Bakeries in Connecticut told local media that the desserts frequently sold out shortly after reaching store shelves, while additional shops introduced their own versions in response to demand.
In South Korea, several dessert products have generated similar interest. Local reports described customers waiting in line for “butter tteok,” a bakery item that sold out minutes after stores opened in Seoul earlier this year. Other reports documented pre-dawn queues for limited-stock dessert rolls and cookies inspired by Middle Eastern flavors.
Business owners attributed much of the demand to exposure on platforms such as TikTok and Instagram. “Everybody’s mesmerized,” one bakery owner told local media while discussing the popularity of dot cakes and similar products.
In Indonesia, reports from Jakarta and Bandung have highlighted growing interest in viral desserts and artisan bakery products. Several outlets reported that popular items were selling out before midday, while some food festival vendors said demand exceeded initial expectations.
Industry observers say the trend reflects a broader shift toward visually distinctive desserts that perform well on social media. Bakery operators in Britain, the United States and Asia have reported increased attention for premium pastries and limited-release products, according to recent media coverage.
Customers interviewed by local outlets cited curiosity, online recommendations and product scarcity as reasons for joining queues. Some businesses have responded by increasing production, while others have maintained limited daily quantities to manage operations and product quality.
As of Thursday, many of the featured desserts remained available in limited quantities, according to retailers and local reports. Demand continued in several cities, though details on how long the current trends may persist remain unclear.
