The macaron, a French classic turned global hype

The macaron, a French classic turned global hype

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After the turn of the millennium, we witnessed a global cupcake revolution. Started in New York and made popular by the Sex in the City TV series, the cupcake set off from US shores to conquer the world.

In just a few years, it travelled across the globe to delight sweettooths all over. But in its wake, the traditional Paris macaroon seems to be taking over the globe at an even faster pace.

Although there is still some debate about the true origin of the macaron, it is generally considered as the ultimate French bite-sized treat. The acclaimed Paris chain of patisserie shops Ladurée has been known for its macarons for some 150 years. But today, the macaron is not just claiming its place in patisserie shops across the globe, it has only made it from the traditional patissier into supermarkets and quick service restaurants. For example, in France, McDonalds sells macarons in its McCafés. Two years ago, Starbucks carried a limited edition of macarons.

In addition, it is not just the traditional macaron that is exciting the world. Innovative patisserie chefs are reinventing this little delight with unusual flavours. Pierre Hermé, one of the leading patisserie chefs in Paris, is famous for his unexpected flavour combinations, which has led him from sweet into savoury. The same goes for Austrian patisserie chef Adriano Zumbo, who’s daring “zumbarons” include Hendricks Gin & Tonic, Cola, and chocolate macarons with fig ganache and foie gras.

In brief, the Paris macaron has made it from a local treat to a global brand that continues to fuel the creativity of patisserie chefs and to offer pleasure to consumers around the globe.

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