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'Cupcakists' Find Happiness in a Simple Pastry

Cultural movement extols the virtues of butter and frosting
By Nick McMaster,  Newser Staff
Posted Sep 28, 2009 4:57 PM CDT
'Cupcakists' Find Happiness in a Simple Pastry
A Johnny Cupcakes sticker.   (©teamstickergiant)

(Newser) – Johnny Cupcakes operates stores that sell cupcake-themed merchandise—shirts and stickers bearing a skull-and-crossbones logo with a cupcake instead of a skull—but not cupcakes. Johnny Cupcakes sells the idea of cupcakes, a symbol of an uncomplicated, untouchable childhood pleasure, safe from the stresses of adult life, writes Jennie Yabroff.

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“Cupcakism” extends to blogs that feature art inspired by the pastry, which have also found their way into the high-art world courtesy of Takashi Murakami. To recession-strapped Americans, cupcakism may be an attempt to recapture some of the rich frivolity that marked the early '00s. Yet “there's something pathetic about creating a world view around a child's treat,” writes Yabroff for Newsweek. “Let's look beyond the hype, and return cupcakes to their appropriate status—as a snack food, not a lifestyle choice.”
(Read more cupcakes stories.)

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