Since its inception in 1999, Jellycat has swiftly captured the hearts of consumers worldwide with its plush and endearing designs. This British plush toy brand has not only achieved immense success in the toy market but has also unexpectedly sparked a trend in the baking industry.

In 2024, the Waldorf Astoria Hotel introduced a Jellycat-themed afternoon tea set, which quickly became a must-visit spot for social media influencers. This afternoon tea set features a variety of cakes, pastries, and teas all designed around Jellycat, along with a complimentary plush bunny, drawing in a large number of customers eager to indulge. Additionally, numerous bakeries have started incorporating Jellycat's cute elements into their cake designs, launching the "Jellycat Dream Series." Each dessert is crafted to align with Jellycat's story, enhancing the product's appeal and increasing the brand's visibility in the market.

The rise of the "cute economy" has significantly influenced the design of baked goods. By tapping into consumers' emotional connections, such as childhood memories and affection for pets, the cute economy enhances the pleasure and satisfaction consumers feel when making purchases, thus boosting the appeal and purchase rate of products. Many bakeries have begun offering a range of animal-shaped cakes and cartoon character cookies, which not only add fun to the products but also stimulate consumers' desire to buy. Brands have been integrating cute elements into their advertising through social media and influencer marketing to attract the attention of younger consumers.

In the baking sector, the emergence of the cute economy has opened up numerous opportunities for innovative design. Brands are collaborating with popular cartoon characters or anime figures to diversify dessert designs. Limited-edition products are another highlight of the cute economy in baking. By partnering with well-known brands or characters to launch limited-edition desserts, bakers can attract a large following of collectors and fans. Cross-industry collaborations of baking brands also show great potential within the cute economy. Baking brands can team up with fashion brands to introduce limited-edition desserts themed around cute characters. Such collaborations can expand the brand's market reach and attract the attention of diverse consumer groups.

According to the baking exhibition，the introduction of the cute economy has brought about many positive changes in the baking industry. By incorporating cute design elements into products and packaging, baking companies can effectively capture consumers' attention, enhance the market competitiveness of their products, and drive brand differentiation and innovation.

Bakery China 2025 will continue to share more industry professional content with you, so please stay tuned!

Bakery China, organized by China Association of Bakery and Confectionery Industry (CABCI) and Bakery China Exhibitions Co., Ltd. was launched since 1997. Bakery China is the Asia Pacific‘s leading event serving the entire value chain for the bakery and confectionery market. The event presents all range of ingredient, equipment, packaging and services, and enables global leading professionals and buyer delegates to meet and share the latest innovations and thinking on manufacturing & distribution, R&D, applications and related services for bakery industry.

The 27th Bakery China would be held on May 19-22, 2025 at National Exhibition and Convention Center (NECC), Shanghai, covering 330,000 sqm show space. Over 2,200 exhibitors and 400,000 visits are expected.

（source: SOHU）