My Cupcake

The cupcake infatuation was in full swing during our time in Melbourne. We saw small shops spring up across the city dedicated to the baking and selling of cupcakes – small sponges covered with icing. Many cupcakes were extravagantly decorated to resemble anything but a sugary treat.

Cupcakes tick many of the boxes required to be the basis of a new craze. They are cheap to make, consistent, familiar, and infinitely differentiable through size and decoration. They can also attract the sizeable mark-up needed to maintain a business. A cupcake and coffee is often presented as an affordable luxury.

Melbourne: Boxes of mini cupcakes
Melbourne: Boxes of mini cupcakes
Melbourne: A multi-tiered stand of cupcakes
Melbourne: A multi-tiered stand of cupcakes

We saw this cottage industry appear in Melbourne and wondered if it would last. Other fads had come and gone. We moved shortly afterwards and I have thought little of cupcakes since.

So I was surprised to see a new cupcake store has opened in Lyon, France. When we passed the store it was attracting attention from others on the street. Passers-by commented and pointed out the business to their friends.

Lyon: My Cupcake
Lyon: My Cupcake

The cupcake store is clearly still a novelty in this city, Lyon. A food lover’s city in a country with pastries and delicious treats available on almost every street.

I wonder how the My Cupcake will fare against the established bakeries. It is unlikely to be the first cupcake store in Lyon but its existence suggests a growing market for treats from other cultures.