What started as a quirky TikTok trend is now opening new business doors for small-scale bakers.
The Cake Picnic is a global social media phenomenon where people gather to share and taste cakes.
It has officially landed in the country, and early signs suggest it could become a delicious new marketing channel for township and home-based bakers.
The Moon and Sixpence, a Muldersdrift event organiser, was the first to host South Africa’s first large cake picnic.
Participants secured a ticket to an afternoon of indulgence — with one sweet twist, entry came with a cake.
Every baker, whether a professional or an enthusiastic hobbyist, had to bring their best creation. In return, they were able to taste dozens of other cakes, meet new customers and network with other bakers.
“It’s fun, but it’s also smart business,” said Karabo Radebe, a freelance marketing strategist.
“Bakers don’t just get to show off their skills, they meet people who might book them for weddings, birthdays, or corporate events. And customers get to discover fresh talent they might never find on Instagram,” Radebe said.
The event follows the global cake picnic formula that has been trending on TikTok for the past two years, particularly in the US, UK and Australia.
Videos of strangers cutting into each other’s cakes, rating them and exchanging contact details have racked up millions of views, making the gatherings a culinary showcase and networking fair.
In Muldersdrift, outside Johannesburg, the atmosphere was recently as warm as the fresh buttercream on display.
Tables were lined with everything from classic vanilla sponges to ambitious chocolate ganache towers.
Bakers like Katekani Tshabalala, who runs a small kitchen business from home, said the format was a game changer.
“Usually, I post photos online and hope someone orders,” she said.
“Here, people actually tasted my cake, asked questions and took my business card. I’ve already had three new orders since the picnic.”
The customer side of the event is just as compelling.
Attendee Busisiwe Ngcobo said she came purely for the experience, but left with a shortlist of bakers she plans to order from.
“You can’t taste-test cakes on Instagram. This was the perfect way to find someone for my daughter’s birthday,” Ngcobo said.
Small business experts say the concept taps into two big trends: the rise of experiential marketing and the growing appetite for locally made products.
Mellisa Ntshangase, a business development consultant, believes cake picnics could become a valuable recurring event.
“For SMMEs, the biggest challenge is visibility. This format solves that by bringing the target market to you in a fun, memorable setting,” Ntshangase said.
Other organisers like Chef Tshepiso Nyakane of Thee Gifted Hands will be hosting a similar cake picnic event in September around Johannesburg. Tickets start from R200 for all cake bakers and lovers.
“Each and every cake lover will be expected to bring a cake that they either baked or brought from bakery,” said Nyakane.
Azwi@vutivibusiness.co.za
