A new influencer fad is ready to hit Instagram and TikTok by storm, three years after the croissant XXL by acclaimed French pastry chef Philippe Conticini won our hearts
Milo came across the new travel fad
If you were on social media in 2024, then you will know about the giant croissant.
The bloated continental breakfast item took the post-Covid world by storm, triggering food influencers to flock to Paris to film themselves marvelling at its impressive proportions.
Known as the croissant XXL, it was the doughy-brainchild of acclaimed French pastry chef Philippe Conticini. The 1kg whopper debuted in his Paris bakeries before making it across the Channel to Phillipe’s Islington cafe, inspiring other Instagram-savvy food creators along the way.
Christophe Michalak delivered the le big pain aux raisins (350g), Yannick Delpech dropped la chocolatine XXL and Parisian department store Galeries Lafayette tried big pain au chocolat (a relatively svelte 320g).
Type any of those names into the Instagram or TikTok search bars, and you’ll be inundated with photos of glamorous people attempting to cram the medium-dog-sized pastry into their mouths. Clearly, these videos are a hit. The first clip that comes up on Instagram is less than 10 seconds long and has 116,000 likes.
In social media terms, this is all very old news. The big croissant fad came and then, just as quickly, it went. But now there is a new big food trend on the scene. On a recent trip to Gothenburg, I visited the beautiful district of Haga, the city’s oldest neighbourhood. It’s a great place to explore, to wander down the pedestrianised cobbled streets packed with excellent homeware, furniture, book and clothing shops. And also Café Husaren. The cosy wood-paneled spot is the inventor of the massive ‘hagabullar’ cinnamon buns.
Stretching close to a foot from edge to edge, these enlarged treats are a significantly puffed-up, Instagram-friendly version of a good that is firmly baked into Swedish life.
The average Swede eats cakes and pastry equivalent to 316 cinnamon buns per year, according to the country’s tourist board, and the act of taking fika (a cake-and-food-focused period of time) is so important that two coffee breaks per day are an unwritten rule in many Swedish workplaces.
The hagabullen has been described as a “masterpiece and the epicentre of a luxurious fika”. One happy reviewer called them a “dream and very delicious, but only suitable for a person with great hunger.”
And this is the problem. The hagabullar are simply too big to be enjoyable. They contain too much stuff. While it is undeniably fun to buy novelty-sized things (foam fingers, big Chuppa Chups at airports, etc.), sometimes bigger is not always better. Particularly when it comes to food. The smaller something is, the stronger its ratio of surface area to innards is. The oversized croissants and hagabullar simply have too much inside and not enough outside to be tasty.
But then again, no one can tell that in an Instagram post. Nor can they see the waste that’s left over. The overly doughy croissants left to the pigeons; the belly-busting hagabullar that prove too much for an influencer to handle; the bin full of unfinished lattes bought so people can pose next to a pink wall in LA.
In fairness to Café Husaren, it’s not only an elegant place with an array of absolutely delicious baked goods, but it’s been selling the hagabullar for over 40 years. Far longer than the croissant XXL. Regardless, I was sad to see Swedes and tourists buying a hagabullar, snapping a pic and then discarding the majority of the sweet bun. Hagabullar sat, unloved, on several vacated tables close to mine.
Conticini’s XXL croissant is advertised as feeding eight people, but in reality, it is often nibbled by one or maybe two influencers, photographed, and then dumped.
They say that you eat with your eyes as much as with your stomach. While this is true, this kind of social media-friendly food is 90% for the eyes and far too little for the tum.
All of this is in service of an algorithm that rewards extremes, whether that be the biggest, the most extravagant (see Eating with Tod’s ‘tuna fight club video) or the grossest (see muckbang). It’s designed to shock in its extremity, which means it is ripe for ridicule.
Juliette Moreno is a Cordon Bleu-trained chef whose videos making fun of these trends have won her more than 400,000 Instagram followers. Her most recent efforts have seen Juliette create a huge Minion cookie, Monster energy drink soufflé, rat meringues, and hot dogs boiled in the dishwasher.
Her videos are funny because they take ideas that have been percolating on Instagram and TikTok to their most extreme possible end. She fills up the boot of a car with tiramisu so we don’t have to. Because we shouldn’t.
Around 645 million people didn’t have enough food to eat in 2025, according to the WHO, but the world produces food for two billion more people than currently exist. On a planet where Sudan and Gaza are currently facing famine, maybe we should give the big food videos a break for a while.