The scent of ceremonial-grade matcha mingles with brown butter and cinnamon on Colorado Boulevard, where Ashley Cunningham has transformed a classic American comfort food into social media currency. At Badash Bakes, customers snake around the block before dawn, clutching coffee and smartphones, documenting their pilgrimage to Pasadena’s most coveted breakfast destination.
The April 29 opening unleashed a feeding frenzy that shows no signs of slowing—these aren’t just cinnamon rolls, they’re edible proof that authentic craft still trumps artificial hype. Like Vermont’s soft-serve shops that transformed simple authenticity into cultural phenomenon, Cunningham proves that genuine craft creates deeper loyalty than manufactured trends ever could.
From Celebrity Kitchens to Viral Stardom
Cunningham’s trajectory reads like a blueprint for modern culinary success. Her foundation came through rigorous training at the Art Institute North Hollywood, followed by high-stakes private chef work for A-listers including filmmaker Jordan Peele and NBA star Karl-Anthony Towns. But TikTok became her stage for transformation. Nearly 600,000 followers watched her pivot from preparing celebrity meals to perfecting innovative baked goods that bridged cultures and generations.
“People enjoy seeing what celebrities are eating,” Cunningham reflects. “They followed me as I transitioned to baking and shipping cookies nationwide.”
Her matcha cinnamon rolls represent more than Instagram-worthy aesthetics. Each pastry emerges as a small masterpiece—Japanese tea ceremony tradition wrapped in American bakery warmth.
The Power of Collaborative Spirit
The May 31 grand opening celebration drew crowds that redefined neighborhood gatherings. Some customers purchase all remaining inventory at closing time, ensuring zero waste while providing complete support. These gestures reflect deeper community investment—people aren’t just buying pastries, they’re investing in representation and authentic entrepreneurship. Similar scenes play out from Waikiki’s Kona Coffee Purveyors, where crowds queue for B. Patisserie’s black sesame kouign-amann, proving that exceptional baked goods create devoted communities regardless of geography.
Beyond Viral Moments
Badash Bakes signals a fundamental shift in how food businesses achieve sustainable success. Cunningham’s commitment to quality ensures her viral fame translates into lasting enterprise rather than fleeting internet celebrity. As food trends cycle through social media at breakneck speed, her focus on craft and community creates deeper roots than algorithmic popularity alone could sustain.
The bakery’s influence extends beyond individual achievement into collective cultural impact. Each sold-out day demonstrates that authentic innovation resonates more powerfully than manufactured trends. For Pasadena’s evolving food landscape, Badash Bakes represents the future—where social media amplifies genuine talent, community collaboration trumps cutthroat competition, and viral fame becomes the foundation for generational business building.
