WORLD-CLASS shopping malls community The EM District, which includes The Emporium and The EmQuartier, recently launched another lifestyle phenomenon with “Hugs Bakery” – a one-day-only pop-up patisserie offering delicious cuddle-themed cupcakes for the price of a hug.
The initiative was designed to highlight the EM District’s philosophy of transforming the area into a community with a better quality of life by providing new lifestyle experiences and innovations – beginning with a cupcake whipped up from happy smiles and best wishes.
Starting with a concept of “bakery that gives happiness,” the Hugs Bakery project originated from one simple concern – the deep, unsettling loneliness of the city denizens whose lives revolve around endless commutes.
Like Londoners, New Yorkers, Parisians and Tokyo people before them, Bangkok people rub shoulders without ever exchanging smiles or looking each other in the eye. They don’t even know they’re so lonely on the inside that they need to rely on constant contact with a touchscreen.
Under the campaign “Whenever You Need A Hug,” Hugs Bakery was born as a one-day-only pop-up bakery to beat urban loneliness with delicious sweets and warm, human touch. Transforming the Quartier Parc at The EmQuartier into an outdoor, pop-up bakery, the EM District people turned an ordinary Saturday into a memorable weekend with lovely receptionists in white apron inviting passers-by to choose from 10 choices of happiness cupcakes aptly named Strawberry Milk “Sweet Hug,” Vanilla Butterscotch “Squeeze Hug,” Carrot Walnut “Little Hug,” Peanut Butter Jelly “Bear Hug,” Chocolate Butterscotch “Big Hug” Chocolate Orange “I Need a Hug,” Coconut Cream Cheese “Let’s Hug,” Strawberry Cream Cheese “Hold Me Tight,” Red Velvet “Let’s Hug” and Kahlua Cream “Give Me a Hug.”
After choosing their favourite cupcake, customers just needed to queue for payment by spreading their arms wide for a big hug from The EM District’s cuddly little cashiers.
Thanks to the cuteness overload of the EM District People’s cuddly cashiers, “Hugs Bakery” was an immense success with onlookers, passers-by and even international tourists all of whom happily queued for a hug all throughout its two-hour operation.
This source first appeared on The Nation Life.