when I moved to New York one of the first things that I noticed was the craze over cupcakes. a recent phenomenon, a handful of premium cupcake shops have opened up where you have Magnolia (supposedly made famous from a S&TC episode), Crumbs, Cupcake Cafe, and Burgers & Cupcakes. with lines spanning blocks, these shops have decided to quickly expand to other US cities, although mostly LA. I actually had the opportunity to try a cupcake from magnolia and to my straight heterosexual surprise I was quite delighted by its light, fluffy, and beautifully delicious effect. although I wouldn't line up to get my hands on cupcakes cakes let alone most things, I can definitely see the appeal of doing so (I actually recall getting someone cupcakes for her birthday).
now the question that lingers in my mind is how long will America's obsession with these cute cakes last? will it falter the same way that Krispy Kreme did by making itself too accessible, ultimately losing its desirability because you can get them anywhere? an indie theater that i recently went to has decided to meet the demands of its female audience by offering cupcakes at its concession stands along with tea and coffee.whatever its fate, I'm sure something else will come along that will grasp our appetite for all things small and sweet.
C







