A Three-Hour Wait for the Bread Bite

Speaking of the Hangzhou craze, it comes in waves. I recently stumbled upon this on RED, a social platform. By midday at West Lake, several young people had queued up at a newly opened "Bread Museum".

What kind of bread could cause a frenzy worth queuing for three hours, even in freezing weather?

This bakery driving youngsters crazy is called 1730·TRUFFE BOULANGERIE PARIS, located on the first floor of in77D District at Hubin INtime. It just opened this month.

The Bread Museum outside the Hubin Intime In77D district has nearly 100 people queuing
in the cold wind in Hangzhou, Friday, Nov. 24, 2023. (Jin Yizhu) 2023/12/13

I maneuvered to the front of the line and asked around. An employee mentioned that if I were to join the queue now, it'd take at least three more hours, and people had already started lining up by noon when the doors opened!

Observing closely, the line progressed torturously slowly. They only allowed the front four people to enter simultaneously to prevent overcrowding. It was only possible to step inside if you were within that range.

By late afternoon, the wind by West Lake was piercingly cold. The queue was creeping forward, the chilly gusts causing girls to huddle tighter in their coats. I endured over 40 minutes in line, but many were ahead, and more were joining behind. I couldn't bear the cold anymore and decided to give up.

Adjacent to this shop were several others, prompting oblivious passersby during my wait to ask, 'Is this the line for HaiDiLao?' or 'Is Victoria's Secret having a massive sale?'

Approaching the front, although I couldn't enter, I caught a glimpse of the recommended bread displayed on the signboard of the 'Bread Museum.' Priced between 10 and 30 yuan, which would drop further after discounts to around just over 10 yuan each, it seemed reasonable.

For the grand opening, they had some exclusive bread: limited-edition English scones, French bagels, unique alkali water knots, and more, with strawberry cream tarts and pistachio croissants proving to be popular choices.

Though I didn't step inside, peering from outside revealed the place's lavish, vintage-inspired décor. There were also seating arrangements for dining, and the shelves were stocked with a variety of bread.

Some customers were attracted by the Christmas decorations in the store, taking photos
and checking in at this popular Bread Museum in Hangzhou, Friday, Nov. 24, 2023.
(Jin Yizhu) 2023/12/13

The queueing phenomenon isn't exclusive to Hangzhou. When TRUFFE BOULANGERIE PARI opened in cities like Beijing, Shanghai, and Tianjin, the sight of long lines of youngsters was common.

This bread shop by the lakeside is newly opened, riding the current Hangzhou craze. If you plan to visit, it might be wise to wait a while; I reckon the queues might dwindle by then.

Have you tried the bread from this place? Would you queue for three hours for bread? Feel free to share your thoughts in the comments section!

Comments

  1. IreneDecember 19, 2023 at 6:21 PM

    I haven’t tried these internet celebrity breads, waiting three or four hours is too scary for me! ! !

    ReplyDelete
  2. Tan Shuyang (Iris)December 19, 2023 at 6:24 PM

    I think in Hangzhou and Shanghai, this kind of phenomenon often occurs. After a small shop became an Internet celebrity, millions of young people lined up to take photos and post them on social media. But I don't think this kind of culture is good. This reflects the herd mentality of people and the impetuous atmosphere of society.

    ReplyDelete
  3. EmilyDecember 19, 2023 at 6:30 PM

    The appearance of this bread shop is attractive. But I am mostly concerned about the flavor of bread in the shop. I am so curious about that. Is it famous for its unique flavor or only the marketing skills in Hangzhou?

    ReplyDelete

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