Montmorency Bakehouse: Navigating TikTok Fame and Online Harassment

Montmorency Bakehouse, located on the outskirts of Melbourne, Australia, has gained significant attention on social media, particularly TikTok, thanks to the efforts of Lawrence Du, the son of the bakery's founders, Shaun Du and Cindy Vuong. Established in 2003 after the couple migrated from Vietnam, the bakery offers a unique blend of traditional Australian baked goods and Vietnamese cuisine. Lawrence, who runs a social media marketing company, began sharing videos showcasing his parents' work and the bakery's offerings, which quickly resonated with audiences. Their first TikTok video garnered over 100,000 views, leading to increased foot traffic and recognition for the bakery.

The Guardian

However, the bakery's newfound popularity brought with it a wave of negativity. Lawrence reported receiving racist comments and inappropriate remarks directed at his parents and staff. Some employees faced sexual harassment, leading to concerns about privacy and safety. Shaun Du noted that the situation prompted the family to reassess their approach to social media engagement. Social media strategist Meg Coffey emphasized that businesses often find themselves unprepared for the challenges that accompany viral fame, highlighting the need for protective measures for staff, especially minors.

The Guardian

In response to the escalating negativity, Lawrence initially attempted to address the offensive comments in a light-hearted manner. As the situation worsened, he began blocking users and deleting harmful comments. Shaun took additional steps to ensure the safety of younger staff members after their shifts. Sena, a university student and bakery employee, expressed gratitude for the support from Lawrence and Shaun, noting that they actively sought feedback from staff regarding their comfort with social media participation.

The Guardian

The bakery's efforts culminated in a TikTok video where Shaun directly addressed the harassment, urging viewers to refrain from making inappropriate comments. This video resonated widely, amassing over 12.1 million views and becoming the bakery's most popular post. In it, Shaun emphasized the importance of creating a safe work environment for their staff, stating that the negative comments had made some employees uncomfortable and hesitant to come to work.

The Guardian

Despite the challenges, Shaun reported that the bakery has received substantial support from the community, countering the online negativity. Lawrence expressed concerns about the implications of social media algorithms prioritizing engagement over the well-being of individuals involved. As Montmorency Bakehouse continues to navigate the complexities of social media fame, the Du family remains committed to ensuring a safe and supportive environment for their staff while fostering a positive relationship with their audience.

The Guardian

• “We started getting racist comments, really inappropriate things said about my parents, and also some of the workers,” — Lawrence Du, Bakery Manager

The Guardian

• “To be honest, it’s been making some of our staff feel uncomfortable and unsafe.” — Shaun Du, Bakery Owner

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• “They asked us straight away, like, ‘did you want us to take any videos down?’ And even any weird comments, they were already being deleted or hidden,” — Sena, Bakery Employee

The Guardian

While the bakery has seen a surge in support, the extent of the negative comments and their impact on staff morale remains somewhat unclear, with varying accounts from employees regarding their experiences with online harassment.

The Guardian