Cupcake porn in Buenos Aires
comment 2 Written by on June 18, 2010 – 10:25 am

Cupcakes.jpg

Photo: Muma’s Cupcakes via Flickr

Cupcakes are selling like …. well…  like hotcakes here in Buenos Aires. Spongy, little hotcakes.

For proof, head down to Muma’s Cupcakes in Palermo.  I recommend nabbing one of the tables outside this Greenwich-Village-style store and watching the shoppers pass by.  My (unscientific) survey showed that 8 out of ten people can’t walk past the window display without gawping, salivating, and/or coming to a standstill.  It could be the most-entertaining people-watching opportunity in the city.

If you don’t go to Muma’s, you can now also get your cupcake fix from Pop. Or Rosa Pastel. Or Need Cupcakes. Or Che. (Of course, Argentina has to have Che Cupcakes. It wouldn’t be a trend until it did.)

Where does this all stem from? The cupcake phenomenon started in New York in the late 90s and peaked when it was associated with the Sex And the City girls. The fad was soon adopted in London, before it reached  fever pitch and a cupcake backlash started to be felt.

Why do people love them? Because they´re cute, light and pretty. In Buenos Aires they score points for being  so much more glamourous than a bogstandard media luna.  In London they are sexy in a way that none of our other cakes can match. Not that they had much competition. Crumpets? Pikelets? Lardy cakes?  The only “cupcakes” we English had were made by a granddad figure called Kipling and looked like someone sat on them. They definitely weren´t sexy.

As for Muma’s, the only thing I’m not keen on is the packaging. When I ordered a nice jazzy sprinkly number to take away, they tried to put it in a polystyrene cup with a clear plastic lid. Imagine a cupcake dressed as a McFlurry and you get the picture. 

Cupcakes definitely aren’t always taken lightly. As proof that I´ve been oddly fascinated by this trend for a while, I leave you with a link to a piece I wrote about New York cupcake mania in 2007.

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2 Responses to “Cupcake porn in Buenos Aires”

  1. Damn. What a shame. Thought the backlash had spread. Did a story on a cupcake entrepreneur in Jordan for an in-flight magazine last year, though admit I’ve never got cupcakes, despite his being quite delicious. Have been delighted not to have seen any cupcake shops in Europe, Tokyo or Bali, though what do I see the first day we arrive in New York – half a dozen, I think. I lost count. Ugh.

  2. Yep, I’ve seen a few here in Montreal too. On the upside, they are all independently owned. No big cupcake chain has emerged. Yet…

    There are quite a few in London. I’m sure it must have spread to other parts of Europe – no? If not, just a matter of time…

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