Social Media Sensation: Crumbl Cookies Fan Pop-Up Sparks Controversy in Sydney

Anticipation turned to disappointment for many Australians as they flocked to a Sydney pop-up event for Crumbl Cookies, only to discover that the operation was unaffiliated with the famed U.S. dessert brand and featured week-old cookies sold at an inflated price. The pop-up charged AUD 17.50 per cookie, considerably higher than the original USD 6.50 pricing in the United States.

The local buzz was generated by a TikTok page named @crumblsydney, which promoted the event with claims like “Crumbl is landing in Australia,” leading many to believe it was an official expansion of the brand. However, the cookies, imported from Hawaii, were sold in front of a modest trophy shop on Old South Head Road, leaving attendees perplexed.

Attendees, some of whom waited over an hour in line, expressed dissatisfaction with the experience. Influencer Elle Salagaras commented on her TikTok platform that the cookies were not worth the wait, stating, “I can’t believe I waited an hour.” Further examination by Sofia Qistine, another influencer, noted commotion at the event as people scrambled to purchase the overpriced goods.

Crumbl Cookies’ founder, Sawyer Hemsley, addressed the situation, clarifying that the pop-up had no official ties to the company and advised users to try fresh cookies in the United States for a true taste experience. Meanwhile, the organisers used the parallel importation process to bring the cookies to Australia, maintaining that legal procedures, including biosecurity clearance, were adhered to.

The organisers also explained their logistical efforts, which reportedly cost around AUD 12,000, including transportation, duties, and staffing expenses. They asserted that despite appearances, there was no intention to deceive the public or heavily profit from the event, claiming that their primary motive was to allow Australian fans a taste of Crumbl Cookies.

The incident has sparked a conversation about consumer expectations and the authenticity of brand experiences in the age of viral marketing, as many Australian Crumbl enthusiasts were left questioning the authenticity and quality of the experience.