A neighborhood pastry shop in Beijing has found itself unexpectedly thrust into the spotlight after a visit from President Xi Jinping triggered a surge of customers eager to sample the same treats.

According to local reports and social media posts, the shop was quickly overrun by shoppers following news of Xi’s appearance. Images circulating online showed long queues stretching down the street, with patrons waiting patiently to purchase the bakery’s signature items—some hoping to taste what the president tasted, others simply curious about the sudden fame.

In China, visits by senior leaders to small businesses are often closely watched and widely shared, sometimes sparking a phenomenon known informally as “leader effect” consumption. A brief stop at a restaurant or shop can rapidly transform an ordinary storefront into a must-visit destination. In this case, the pastry shop’s shelves were reportedly cleared within hours as demand spiked.

Local authorities maintained order as crowds gathered, and staff worked extended hours to meet the rush. While the surge brought a windfall of sales, it also posed logistical challenges, from managing inventory to ensuring safety amid the influx.

Political analysts note that such visits are typically framed as gestures of support for small enterprises and local industry. For customers, however, the appeal often blends patriotism with novelty—a chance to participate, however indirectly, in a moment connected to national leadership.

Whether the bakery’s newfound popularity will endure remains uncertain. Past examples suggest that while the initial wave of enthusiasm can be intense, it may taper off once the spotlight shifts elsewhere. For now, though, the modest shop stands as a reminder of how swiftly attention can transform everyday commerce into a national talking point.

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Sources Reuters Associated Press China Daily Global Times