For subscribers
Viral today, forgotten tomorrow: The Moment Economy shows limits to trend-jacking marketing
Successful brands blend timely campaigns with consistent identity and reliable experience.
Sign up now: Get ST's newsletters delivered to your inbox
The craze for Dubai chewy cookie has, thanks to social media, made its way to Singapore from bakeries in South Korea (above).
ST PHOTO: WENDY TEO
Gemma Calvert and Gita De Beer
In the past year, Singapore’s social media feeds have been flooded with the latest dessert and snack crazes.
One week, it is banana-pudding inspired cakes and gelato-style tiramisu in sunlit cafes in Tanjong Pagar and Jalan Besar, every table pausing for Instagram. The next, matcha-pistachio croissants and lava cakes at hip bakeries in Joo Chiat and Tiong Bahru, sliced open for the camera.
