Dunkin’ Donuts in South Korea has debuted its version of the hybrid donut-croissant, becoming the first major corporate brand to produce a knock-off of the pastry that’s taken the world by storm.
After just two months, New York pastry chef Dominique Ansel’s cronut invention has been exported to all corners of the world with pastry shops, hotels, and restaurants either producing blatant copies of the butter bomb, or putting their own twist to the recipe.
But the launch of the “New York Pie Donut” across Dunkin’ Donuts stores in South Korea also shows how the power of social media can help an independent baker launch a product so viral that fellow pastry chefs clamber one over the other to get in on the action and answer consumer demand.
According to Quartz, the pastries are being sold in shops in the high-end neighbourhoods of Gangnam in Seoul, along with Jamsil and Myundong, where the trendy “pies” are drawing long lines outside the stores.
In New York, the cronut craze has inspired pre-dawn, mile-long queues.
The Korean Dunkin’ Donuts cronut ad, meanwhile, invites customers to “meet” the hottest donut in New York.
The chain also launched the “Donut Croissant” in their Manila stores recently.
Over in Jakarta, the upscale Mandarin Oriental Cake Shop at the Mandarin hotel likewise unveiled a new line of “Kronuts” recently. - AFP, August 1, 2013