By Ingrid Friberg & Tegan Ross.
A small bakery in the heart of the city has become a tourist magnet – all thanks to TikTok. Known for its filled croissants and chic design, the bakery draws lines of visitors, many inspired by viral videos.
On a busy pedestrian street in central Copenhagen, it’s hard to miss the windows displaying plates of buns and croissants. But what stands out here is the amount of people waiting in line.
The bakery, first opened in 2019, gained popularity after large exposure within social media algorithms. It’s a clear example of how travelers now use platforms like TikTok to plan trips, replacing traditional methods.
Some of today’s guests are visiting from the US. “I always search on TikTok for recommendations as soon as I book a trip”, says Korin from Maine. The bakery was one of the first results she saw when researching.
Her friend Molly agrees. “It was all over my For You-page and we all said we wanted to come and try it.”
A recent survey shows that two-thirds of Gen Z use social media for travel inspiration. Businesses like this often gain exposure through good advertising, but it’s also a lotto, based on how they land in peoples algorithms.
Inside, staff member Julie confirms the impact. “I like talking to different people and helping people from all over the world. Lots of adrenaline keep your mind full.”
Tourists are welcomed, but not without noticeable changes. “You can feel the cultural differences in how we’re treated in the service industry”, Julie adds. “It’s never personal, but you notice it.”
