The crookie, a delightful fusion of croissant and cookie, has taken the pastry world by storm, thanks to its viral popularity on TikTok. Here are the key points about this latest bakery trend:
1. Origins: The crookie was invented by Parisian pastry chef Stephane Louvard in 2022. Initially created as a specialty for regular customers, its popularity soared after a viral video by Instagram account "The Ultimate Guide" featured the treat, leading to a surge in sales.
2. TikTok Craze: The crookie gained even more traction in early 2023 when TikTok influencer Johan Papz shared a video of himself enjoying one. This sparked a frenzy among young people, particularly women aged 18 to 25, who flocked to Louvard's bakery to try the pastry and take photos with it.
3. Global Spread: Thanks to TikTok, the crookie trend has spread worldwide, with imitations popping up in cities like Brussels, New York, Tel Aviv, and Hong Kong. In Hong Kong, bakeries like Plumcot and Le Dessert have introduced their own versions of the crookie to meet the demand.
4. Hybrid Pastry Trend: The crookie joins a long line of hybrid pastries that have captured the world's taste buds, including the brookie (brownie-cookie mix), cruffins (croissant-muffin), and Dominique Ansel's famous cronut (croissant-doughnut).
5. Trademark Considerations: Despite the crookie's popularity, Louvard has no plans to trademark the pastry, recognizing the challenges of enforcing such rights globally. This decision reflects the complex nature of intellectual property in the culinary world, where trends often emerge and evolve rapidly.
Overall, the crookie phenomenon exemplifies the power of social media platforms like TikTok in driving food trends and shaping consumer preferences in the digital age.
Comentarios