T&T Supermarket has been consistently sold out of a certain cake after posts about it went viral on the Chinese social media platform Little Red Book.
T&T recently launched its Magnum hazelnut chocolate Swiss roll cake.
It's not new for the Asian grocery chain to introduce new products, but this time, their new cake became "Internet-famous" after some people posted about it on Little Red Book, a Chinese lifestyle social media platform.
The posts, published in early March, received hundreds of likes. More people who saw the posts then went to try out the cake and posted photos of it on the platform.
"These are so delicious! The chocolate in the rolls tastes like what we had in childhood. The hazelnuts and icing are also very crispy and delicious," reads one post that had 226 likes and 106 comments.
Rachel Wong, a spokesperson for T&T, said the Swiss roll has been selling out quickly ever since it was launched. But that hasn't stopped the enthusiasm for the popular cake.
People have been publishing posts on Little Red Book to provide updates on which T&T stores have the cake in stock, resulting in others checking out the stores and sharing more updates on the threads.
"I just got the last one," reads one of the posts. When searching "T&T Magnum rolls" on Little Red Book, tens of, if not hundreds of posts show up.
"We are thrilled that customers are loving our new Swiss roll cake and delighted to see so many posts on social media," said Wong.
The company believes the cake's popularity is due to its airy texture, how moist it is and the fact it's not overly sweet. Its price point probably adds to its popularity as well - a box of four costs $6.99.
Little Red Book is a popular Chinese-language social media platform where people share and look for content on topics ranging from food recommendations and lifestyle tips to shopping guides and beauty advice.
It has 450 million users globally, 70 per cent of whom are 35 years or younger.
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