From coin cakes to custard cakes, customers line up and 'fight' to buy them

At 9am on October 25, the first batch of custard cakes was baked at a supermarket on Phan Van Tri Street, Go Vap District, Ho Chi Minh City. Dozens of customers had lined up 30-60 minutes in advance and quickly bought out all of them.

"I came here from District 8 to buy bread after watching a video online, curious about the taste. I have never eaten this type of bread before. I came and waited 1.5 hours for a fresh batch of bread to come out of the oven," a customer shared.

People lining up to buy bread on the morning of October 25 (Photo: Nhu Khanh)

Accordingly, custard cake is known as a cake with a spongy crust, inside is a layer of soft, creamy filling. The combination of these two ingredients has satisfied many diners with a sweet tooth.

Recently, after a few clips giving "winged" compliments to custard cakes on social networks, this type of cake that has been around for a long time suddenly became "hot" again. People lined up from morning to night to buy it at chain stores and supermarkets. Among the stores in Ho Chi Minh City, Emart (Go Vap District, Thu Duc City) is one of the places with the largest number of customers coming to buy cakes.

According to an employee at Emart supermarket, the bakery counter currently sells 6 batches of custard cakes every day, each batch about 2 hours apart. The number of cakes ranges from 900-1,000, increasing to 1,000-1,500 on weekends. The cakes are divided equally into boxes, each box contains 3 cakes at a price of 28,000 VND/box. The cakes here have two basic flavors: milk cream and chocolate.

Custard cakes are causing a fever (Photo: Pham Su)

Previously, the number of customers was not too much, so customers could buy freely. However, currently, because there is not enough quantity of cakes, the supermarket limits each customer to buy a maximum of 2 boxes/time. This employee also added that in addition to selling directly at the counter, the supermarket also sells cakes through applications, so the quantity of cakes is difficult to meet the needs of customers.

Pham Su (born in 2002, a student at Ho Chi Minh City Open University) went to Emart supermarket two consecutive days to be able to buy the cake. “The first day I went, it was so crowded that there were no more cakes. The next day, I went around 1 pm and fought a lot to buy 2 boxes. For me, this cake tastes better than cheese coins, and the price of each box is quite reasonable,” Pham Su shared.

After 10am, there were already nearly a hundred customers lining up to wait for the newest batch of custard cakes to come out of the oven. Many customers were afraid that coming in the afternoon or evening would be crowded, so they chose to go in the morning, but they still had to wait for hours for the cakes.

Source: Duc Hieu, Ai Linh, Hao Hao

Duc Hieu (23 years old, Ho Chi Minh City) was also one of those who had to queue up to get a box of custard cakes at nearly 6 pm on October 22. "The number of customers was unbelievable. For me, eating one cake is enough. Buying it to keep in the refrigerator to eat gradually seems better. The selling price is also okay, but I guess it will only be popular for a short time," Hieu said.

When the amount of cakes in supermarkets cannot meet the purchasing needs of people, many bakeries and some individuals have also taken advantage of the opportunity to proactively import cakes to sell. Ms. Ngoc Mai (from Lang Son) is one of those who is importing custard cakes to sell. Ms. Mai said that people in Lang Son are also flocking to buy this type of cake.

"I imported the cake from a friend of mine. In addition to the two basic flavors of custard, the cake now has many other flavors such as matcha, strawberry... Currently, I sell about 50-100 boxes a day, each box has 3 pieces. The price is about 35,000-45,000 VND/box, I make a profit of 5,000-10,000 VND/box", Ms. Mai shared.

Scene of queuing to buy bread on the morning of October 25 (Video: Nhu Khanh)