Baking Internet Celebrity Kesong Egg Tart

Baking internet celebrity rotation: “Kesong Egg Tart” becomes a new focus, how far can it go under the heat?

The “internet famous items” in the baking circle seem to be constantly appearing, and this time, egg tarts have successfully taken center stage – but they are not the familiar few yuan ordinary style, but an innovative category called “Kesong Egg Tart”.

You may have brushed it in Little Red Book or Tiktok. Its outer layer is crispy like a song and stacked like petals, so it is also called “lace egg tarts”. In addition to the traditional egg milk base, the stuffing may also cover caramel, squeeze cream, place fresh fruit, or even incorporate Chinese elements such as Lvdagur (Glutinous Rice Rolls with Sweet Bean Flour) and soy milk, which looks more like a delicate dessert.

This is such an egg tart, many stores sell it for over 15 yuan per piece, and some high-end bakeries even mark a high price of 68 yuan per piece. Why is it priced so high? Why did it suddenly explode?

01 From tradition to internet celebrity: What did Kesong Egg Tart do right?

Kesong Egg Tart is essentially a creative fusion of “Kesong+Egg Tart”. It breaks the fixed shape and taste of traditional egg tarts – the outer layer is more crispy, layered, and has a higher appearance, making it easy to take photos in the hand.

In addition to visual appeal, the brand continues to innovate in the filling.
-Some stores have launched caramel flavored croissant tarts, which are released at fixed times and limited to purchase per person, creating a sense of scarcity;
-Some brands add common milk tea elements such as black sugar pearls and taro paste pearls to the filling of egg tarts to cater to the tastes of young people;
-Another brand launched the “Lvdagur (Glutinous Rice Rolls with Sweet Bean Flour) Soybean Milk Potato Tart”, which uses traditional Chinese ingredients to create a new taste.

These innovations have turned the otherwise ordinary egg tart into a hot topic on social media. Up to now, the topic of “Kesong Egg Tart” has been broadcast in Tiktok for nearly 87 million people, and the relevant browsing volume of Little Red Book has also exceeded 10 million.

02 Becomes a ‘drainage tool’: Baking and tea beverage brands are entering the market one after another

Like other popular baked goods, Kesong Egg Tart has spawned a group of large-scale specialty stores.
-A brand that combines Kesong and ice cream has added 32 new stores this year, and currently has 46 stores in 18 provinces;
-A freshly baked egg tart brand originating from a southern city has opened 240 stores in 28 provinces across the country, of which 131 are new stores opened this year.
Image source: Xiaohongshu

In terms of location selection, these specialty stores tend to lean towards shopping malls. Taking a certain brand as an example, its mall stores account for nearly 85%, which provides potential space for increasing the average customer price.

The characteristic of “built-in traffic” of Kesong egg tarts has also benefited many entrepreneurs. In the official social media account of a certain brand, it is common to see successful cases of entrepreneurs’ “naked resignation entrepreneurship”. In May, driven by the holiday season, a post-95s entrepreneur even achieved a monthly income of over 150000 yuan.

03 Internet celebrity reincarnation: How long can Kesong egg tarts be popular?

Similar to the previously popular Shufulei and Tongluoshao, Kesong Egg Tart also possesses the basic attributes of “online appearance and qualified taste”, which are the core prerequisites for its large-scale dissemination.

As a representative of “low-cost happiness”, these popular baked goods can also become a social currency for young people, carrying additional value in relieving emotions and enriching social scenes.

But controversy also followed. With the popularization of homemade egg tarts, some consumers are puzzled by the high price of egg tarts: “Adding a border to a regular egg tart, adding ‘French’ before the name, it costs seven or eight yuan each, and adding some fruit can sell for eleven or twelve yuan. It’s really hard to accept

The popularity of big items enables stores to obtain more traffic with smaller stores, which not only reduces the operational burden of entrepreneurs, but also enables them to quickly take advantage of the Internet, occupy social media, and set off an upsurge of clocking and grass planting. But when the freshness fades, whether this product can settle into a classic with its taste or be replaced by the next “lace new product” still needs time to verify.

04 How to achieve “long-lasting popularity”?

The popularity of Kesong egg tarts is a successful case for baking brands to seize market heat and quickly promote new products. It precisely meets the needs of young people for “appearance+experience”, and has indeed brought traffic and revenue in the short term.

But in the long run, once the novelty wears off, consumers will eventually return to a rational judgment of “taste+cost-effectiveness”. Whether Kesong Egg Tart can transform from a “short-term internet celebrity” to a “long-term bestseller” depends on whether the product can withstand the test of repeat purchases.

It can be confirmed that the “internet celebrity cycle” of the baking track will not stop. After the Kesong egg tart, the next hit may already be brewing.

About Cheersonic
Cheersonic manufactures the leading portioning equipment for bakeries producing fresh and frozen desserts. Since 1998 bakers have used Cheersonic machines to cut, slice and portion cheesecake, pie, layer cake, loaves, butter, cheese, pizza, sandwichs, and more. Cheersonic offers ultrasonic cutting solutions that support start-up bakeries and high production commercial facilities alike. Small standalone machines can be used in manual baking facilities and large inline robotic solutions aid in high speed production.

Cheersonic offers many ultrasonic slicing models, both inline and offline applications, with production speeds of 80 to 1,500 cakes or pies per hour.

Cheersonic’ latest offline introductions include ultrasonic cutting with or without divider inserts between each slice. This improves the quality of the cut and makes for a much better product presentation for the customer. In addition, robotic arm improves the speed, efficiency, and accuracy of the cutting process, producing professional looking products every time.

Chinese Website: Cheersonic Provides Professional Ultrasonic Cutting Solutions