A family-run bakery in Melbourne found phenomenal success on social media, only to have its wholesome content overshadowed by a wave of online abuse targeting its staff and owners.
From Humble Beginnings to Viral Stardom
Montmorency Bakehouse was opened in 2003 by Vietnamese migrants Shaun Du and Cindy Vuong. The bakery, on the fringe of Melbourne's east, blended traditional Australian baked goods like lamingtons and steak pies with Vietnamese favourites such as banh mi.
Their son, Lawrence Du, 28, who runs a social media marketing company, believed his parents' story had potential. After initial reluctance, they agreed to let him film. Lawrence captured their unpolished charm: Cindy's sweet, forgetful nature perfectly contrasted with Shaun's sardonic humour.
The first TikTok video, posted last year, was an instant hit, garnering over 100,000 views on TikTok and 50,000 on Instagram. The business boomed, with customers travelling from as far as Adelaide. The bakery's young, enthusiastic staff, mostly students, happily joined in the videos.
The Dark Side of Viral Fame Emerges
However, the fairytale narrative soon darkened. "We started getting racist comments, really inappropriate things said about my parents, and also some of the workers," Lawrence told Guardian Australia.
The negativity snowballed into sexual harassment directed at staff, with strangers finding their personal accounts. "It was almost becoming an invasion of privacy," Lawrence said. Shaun Du noted that some staff were very unhappy, prompting the family to act.
Experts Warn of Common Pitfalls
Social media strategist Meg Coffey says businesses are often caught off-guard by the downsides of online fame. "Everybody realises too late," Coffey stated, highlighting how authentic, staff-led content is highly effective but requires robust safeguards.
"You have to jump on every single [inappropriate] comment. And you have to say, 'this isn't appropriate. We won't stand for it'," she advised. Coffey emphasised the need for clear consent, communication, and reward for staff who participate.
Taking a Stand Against the Trolls
Initially, Lawrence tried to deflect negativity with friendly replies. As escalation continued, they blocked users, deleted comments, and Shaun ensured younger staff were collected safely by parents after shifts.
Staff member Sena, 20, said management was "super supportive," asking if videos should be taken down and deleting offensive comments promptly.
The decisive action came last month. They posted a direct video addressing the issue, where Shaun asked viewers to "please stop with the thirsty comments." He explained the creepy comments were making staff feel uncomfortable and unsafe.
Ironically, this plea for decency became their most viral post yet, amassing 12.1 million views on TikTok and attracting widespread support. Lawrence expressed concern that algorithms reward all engagement, good or bad, overlooking the human cost.
Fortunately, Shaun reports the online vitriol has not spilled into the real world. "We've been having a lot of supporters, which is a good thing. I hope it will stay that way," he said.
