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A Melbourne bakery’s viral success on TikTok exposed a troubling reality: the potential for online fame to attract harassment and exploitation, forcing a family to confront the challenges of navigating the digital age while protecting their staff. Montmorency Bakehouse, a beloved neighborhood institution run by Shaun Du and Cindy Vuong since 2003, experienced a surge in popularity thanks to the social media savvy of their son, Lawrence Du, but the newfound attention came at a cost.
From Vietnamese Twist to TikTok Sensation
Shaun Du and Cindy Vuong opened Montmorency Bakehouse on the outskirts of Melbourne’s east after immigrating to Australia from Vietnam. They quickly established a loyal following by offering a unique blend of traditional Australian baked goods – pillowy lamingtons, vanilla slices, and chunky steak pies – alongside Vietnamese specialties like crispy banh mi and rice paper rolls. The bakery became a local favorite, known for its quality and comforting atmosphere.
Lawrence Du, 28, recognized the potential to amplify his parents’ success through social media. He launched a campaign to share the story of Montmorency Bakehouse, highlighting the “hard work, all the love and care” his parents poured into their business. Initially, Shaun and Cindy were hesitant, but rising costs and increased competition prompted them to embrace their son’s vision.
“I knew that the videos were going to do well, but I didn’t expect them to do this well,” Lawrence told Guardian Australia.
He leaned into his parents’ authentic, unpolished charm. Cindy’s endearing struggle to remember lines contrasted perfectly with Shaun’s dry wit, creating a relatable and humorous dynamic that resonated with viewers. The videos offered a behind-the-scenes glimpse into the daily life of the bakery, showcasing the couple’s dedication and the delicious food they created.
The bakery’s first TikTok video, posted last year, quickly gained traction, amassing over 100,000 views on that platform and another 50,000 on Instagram. The audience continued to grow, and the business flourished. Customers began traveling long distances to sample Montmorency Bakehouse’s offerings, with one individual driving all the way from Adelaide. Cindy was even recognized while shopping, a testament to the bakery’s newfound fame.
The bakery’s young staff, comprised largely of high school and university students, enthusiastically participated in the videos, further contributing to the bakery’s online appeal. “Out of all the businesses I’ve filmed for, they’re the staff that are always the most friendly and most enthusiastic about being in social media,” Lawrence noted.
However, the bakery’s success attracted unwanted attention. A darker side to social media emerged, as the bakery began receiving racist comments and inappropriate messages directed at Shaun, Cindy, and their employees. The negativity escalated, with some staff members experiencing sexual harassment and having their personal accounts targeted by strangers.
“It was almost becoming an invasion of privacy,” Lawrence explained. His father added, while meticulously filling pastries, “Some of [the staff], they weren’t very happy about it… and that’s when we started trying to think [about] what to do.”
Social media strategist Meg Coffey explained that these types of issues are common for businesses experiencing rapid online growth. “Everybody realises too late,” she said. “There are a lot of people that really do have good intentions… and it’s other people that ruin it, because behind a screen, people feel that they can say anything.”
Coffey emphasized the importance of prioritizing the safety of staff, particularly minors, and proactively addressing inappropriate comments. “You have to jump on those comments that are coming, and you have to jump on every single one. And you have to say, ‘this isn’t appropriate. We won’t stand for it. And this is not how you should interact on social media.’”
She also stressed the need for clear guidelines and consent when involving staff in social media content, along with appropriate compensation for their participation.
A Direct Response and Continued Support
Initially, Lawrence attempted to address the negative comments by responding with friendly deflection. However, as the harassment intensified, he began blocking users and deleting comments. Shaun prioritized the safety of his younger staff, ensuring they were safely collected after their shifts.
Last month, Montmorency Bakehouse posted a video directly addressing the issue, with Shaun appealing to viewers to “please stop with the thirsty comments.” The video, which highlighted the discomfort and fear experienced by staff, went viral, garnering 12.1 million views on TikTok at the time of writing.
This video attracted widespread support from audiences, demonstrating a strong backlash against the harassment. Lawrence acknowledged the algorithm’s tendency to amplify engagement, regardless of its nature, expressing concern about the “real human aspect of it – because these are real people in the real world.”
As of now, the online negativity has not translated into offline incidents; in fact, the bakery has experienced an outpouring of support from the community. Shaun expressed hope that this positive trend would continue, allowing Montmorency Bakehouse to thrive while safeguarding the well-being of its staff.