For thirty-eight years, Café Alma sat on a quiet corner in what everyone called 'the working district'. The coffee was a euro, the pastries were made at four every morning by the owner's mother, and the regulars — mostly retired postal workers — had their own reserved chairs. Then, in the summer of 2021, a food blogger posted a fifteen-second video of Alma's cinnamon roll. Within a month, the queue reached the corner. Within a year, the price of the coffee had tripled, the mother had retired, and the retired postal workers had quietly moved to a smaller café two streets away. In spite of the enormous new revenue, the owner told a local paper last month that she regretted the video and would refuse to be filmed again. 'We were fine,' she said. 'We didn't need to be famous. We needed to be ours.'
