60cm Mega Egg Tart Goes Viral, Sparks Complaints Over Missing Custard
SingTao · 1 SOURCESabout 2 hours ago2 MIN
Summary
Bao Shifu, the beloved bakery chain popular among Hong Kong shoppers traveling north, launched a 60-centimeter ultra-long egg tart on September 20 that quickly became a social media sensation. Priced at ¥18.9 each, the product sold over 700,000 portions by September 28. However, complaints have flooded social platforms, with consumers claiming the egg tarts consist mostly of pastry shell with barely any custard filling, prompting the company to respond that the issues stem from individual store operations.
Key Points
- The 60cm ultra-long egg tart launched on September 20, 2026, retailing at ¥18.9 per unit, and achieved sales exceeding 700,000 portions within eight days .
- Douyin platform data shows the "ultra-long egg tart" topic garnered over 1 billion cumulative views, with group-buying GMV surpassing ¥100 million and 18.8 million search queries in just seven days .
- Consumer complaints on Weibo and other platforms describe the product as having "tart shell but no egg custard," with many feeling deceived by the actual product quality versus promotional images .
- Bao Shifu's customer service acknowledged on September 29 that the company has received a wave of complaints about insufficient custard filling and will relay feedback to store managers .
- The company stated it will "continuously optimize products based on customer experience," with improvements dependent on individual store chefs adjusting their preparation methods .
Why It Matters
This controversy highlights the growing challenge of managing viral food products at scale, where inconsistent execution at individual outlets can undermine a brand's reputation built through marketing momentum. For Hong Kong consumers who frequently visit Bao Shifu locations across the border, the incident raises questions about quality control standards when a product scales from novelty to mass-market hit. The bakery's response will likely set a precedent for how mainland food brands handle viral product quality issues in an era of rapid social media amplification.
This controversy highlights the growing challenge of managing viral food products at scale, where inconsistent execution at individual outlets can undermine a brand's reputation built through marketing momentum. For Hong Kong consumers who frequently visit Bao Shifu locations across the border, the incident raises questions about quality control standards when a product scales from novelty to mass-market hit. The bakery's response will likely set a precedent for how mainland food brands handle viral product quality issues in an era of rapid social media amplification.