The love for the Olympic chocolate muffins, initially popularized by Norwegian swimmer Henrik Christiansen’s videos on TikTok, inspired 32-year-old independent designer, Kelin Carolyn Zhang to embark on a mission to share the delicacies in NYC. Zhang faced an initial challenge, the supplier, Coup de Pates, catered solely to wholesale orders placed by businesses or restaurants, rather than direct-to-consumer orders. Documenting her journey in search of these muffins on TikTok led her to connections in the restaurant industry that made her goal possible. Zhang’s dedicated pursuit produced an order of 15 cases containing 300 of the chocolate muffins, air-freighted on dry ice from Paris Orly Airport to Newark Liberty International Airport and subsequently transported to Isshiki Matcha in the East Village.
Upon the announcement of the event, a local commotion ensued. The first pop-up event held on August 17 witnessed massive queues beginning at 6 a.m., four hours before the scheduled commencement. These muffins were priced at $10 each, and available on a one-per-customer basis, selling out within around two hours. Angel Zheng, the owner of Isshiki Matcha, joined the initiative after being tagged in one of Zhang’s TikTok posts, stating her fondness for such ventures and willingness to bring joy to people.
Successfully conducting the event was demanding as it required extensive logistical coordination. Zhang and Zheng had to arrange ground transportation as Coup de Pates had no export arrangements with New York. Additionally, costs related to customs and transport were enormous, but Zheng viewed it as a worthwhile investment. She also purchased a larger fridge to accommodate the muffins. The popularity led to a second pop-up event with a larger muffin order of 1,000.
Notwithstanding the hype around the muffins, Zhang and Zheng confirmed their splendid taste. According to Zheng, these were the finest muffins she ever had, reinforcing the positive reviews from many, including American Olympians such as Gabby Thomas, Tara Davis-Woodhall, Abbey Weitzeil, and Torri Huske. More reviews may crop up during the Paralympics, with an indication that muffins are available for the competitors.
The muffins gained popularity beyond the Olympics, leading to an influx of new reviewers thanks to Zhang and Zheng’s initiative. Zheng attributes the appeal to the exclusivity of the muffins, usually available to just Olympians. Zhang, hopeful that the story inspires people to take control, feels rewarded for offering people a means for enjoyment and unity. Zhang envisions no plans for further pop-ups, choosing to keep them linked to the Olympics and Paralympics, which adds to the overall enthusiasm. Zhang and Zheng, alongside line-waiting enthusiasts were delighted to ‘eat like Olympians’.
