A Melbourne bakery that found viral fame on TikTok has been forced to ask viewers to stop sending inappropriate comments to its young staff. Montmorency Bakehouse, run by Vietnamese-Australian couple Shaun Du and Cindy Vong, gained a large following after their son Lawrence began posting behind-the-scenes videos last year.
The videos, which show the couple's unpolished charm and the bakery's fusion of Australian and Vietnamese cuisine, quickly amassed hundreds of thousands of views. The bakery's popularity surged, with customers travelling from as far as Adelaide to sample its goods.
However, the attention soon turned sour. Lawrence, 28, who runs a social media marketing company, said the bakery started receiving racist comments and sexual harassment directed at staff, many of whom are high school and university students. Some staff had their personal social media accounts found by strangers, leading to an invasion of privacy.
In response, Lawrence began blocking users and deleting comments, and the bakery posted a video asking viewers to 'please stop with the thirsty comments'. Social media strategist Meg Coffey said businesses often underestimate the risks of online fame, and urged them to protect staff, especially minors, by setting clear boundaries and rewarding participation.
Lawrence said the experience has been a learning curve, but the family remains grateful for the support. The bakery continues to operate, with the owners hoping to focus on the positive aspects of their newfound fame.
