Phenomenon of the croffle that hasn't faded: Is it still worth it in 2025?

 

      

In recent years, Indonesia has witnessed a variety of food trends emerging and disappearing rapidly. Among them, the croffle—a hybrid pastry combining a croissant and a waffle—has become one of the most resilient. First gaining popularity around mid-2020 during the pandemic era, croffle quickly became a bestseller in cafés, dessert shops, and home-based businesses. Surprisingly, even in 2025, this trend has not completely faded. Instead, croffle continues to evolve with new flavors, concepts, and marketing strategies that successfully maintain consumer interest.

According to an article from Kompas Lifestyle (2023), croffle began gaining widespread attention after being popularized by South Korean celebrity Kang Min-kyung on social media, inspiring many bakeries and local entrepreneurs to adopt the product into their menus. This exposure had a strong impact on Indonesian culinary culture, where food trends driven by digital virality spread rapidly among younger consumers.

 

The origin of the croffle

The croffle is a product of culinary creativity that combines two familiar pastries: the croissant, known for its buttery, flaky layers, and the waffle, appreciated for its crisp exterior and grid pattern. Originating in South Korea around 2017, croffles quickly became a viral item on social media, praised for both their taste and Instagrammable appearance. According to Korea Herald (2018), croffles were first made by cafés in Seoul as a quick breakfast item and snack, which could be customized with a variety of toppings.

Indonesia first encountered croffles in 2020, when cafés and small businesses began introducing them as part of pandemic-era delivery and take-away menus. The combination of comfort food, visual appeal, and ease of preparation made croffles an immediate hit among young consumers, particularly those active on platforms like Instagram, TikTok, and Twitter.

 

Why did croffle become popular?

 

The success of croffle as a culinary trend cannot be separated from its aesthetic appeal and taste. It combines the buttery, layered texture of a croissant with the crisp exterior of a waffle, resulting in a pastry that is both visually attractive and indulgent. Moreover, croffle is highly customizable—toppings such as cinnamon sugar, Nutella, caramel, and savory cheese variants make it suitable for diverse preferences.

According to an article from DetikFood (2024), food businesses that offered croffle reported significant increases in customer traffic, especially within the café and dessert industry. The simple production process and affordable pricing made croffle accessible for small and medium enterprises, contributing to the expansion of the trend beyond premium bakeries.

Additionally, croffles cater to a younger generation’s preference for experiential eating. Consumers enjoy food that not only tastes good but also provides a visually appealing experience suitable for social media sharing. The rise of short-form video platforms like TikTok has further fueled this trend. As reported by Kompas Lifestyle (2023), cafés that actively encouraged customers to photograph and share their croffles on social media often saw a 30–50% increase in daily orders.

 

Consumer behavior and the longevity of trends

Many food trends lose momentum after a few months, but the croffle has survived for more than four years. Some culinary observers note that its popularity has stabilized rather than spiking explosively. According to CNBC Indonesia (2024), croffle sales have maintained consistent levels, suggesting that it has transitioned from a viral fad to a regular menu item.

Several factors contribute to the trend’s durability:

1. Comfort food appeal: Croffles combine familiar flavors and textures—flaky croissant and crispy waffle—that satisfy a broad range of consumers.
2. Flexibility and customization: Sweet, savory, and even health-conscious options are widely available, allowing cafés to cater to diverse tastes.
3. Affordability and accessibility: The ingredients are not expensive, and the preparation requires relatively simple equipment, which lowers the barrier for small-scale businesses.
4. Social media virality: Even without reaching its initial peak of hype, croffles continue to be shared online, keeping the trend alive.

Consumer surveys conducted in Jakarta and Bandung in 2024 showed that 70% of respondents aged 18–35 had tried a croffle at least once, with over 40% purchasing it monthly, indicating consistent engagement beyond initial novelty.

 

Innovations and new trends in 2025

Businesses today understand that innovation is key to keeping croffles relevant. Several cafés and small businesses in Indonesia have introduced creative concepts to differentiate themselves in an increasingly competitive market:

Savory croffle varieties: Chicken floss, smoked beef, spicy tuna, and truffle cheese have become increasingly popular among consumers looking for hearty snacks.

Vegan or gluten-free options: Reflecting global health-conscious trends, these alternatives cater to dietary restrictions without compromising taste.

Fusion dishes: Croffle ice cream sandwiches, croffle burger buns, and croffle tacos illustrate how businesses experiment with format and presentation to maintain consumer interest.

According to an article from Bisnis.com (2025), dessert shops that continuously innovate new flavors experience higher customer retention than those offering only traditional sweet toppings. Cafés report that customers often return not only for the croffle itself but also for the unique experience of trying seasonal or limited-edition variations.

 

Croffle and social media culture

The role of social media in the croffle phenomenon cannot be overstated. Platforms like Instagram, TikTok, and YouTube have created a visual culture in which food presentation is as important as flavor. Croffles, with their crisp golden grids and customizable toppings, are highly “photogenic,” making them ideal for content creation.

Influencers often feature croffles in short-form videos, highlighting both taste and aesthetics. According to Kompas Lifestyle (2023), some cafés experienced a 200% spike in online orders after being featured in viral videos.

 

Is the croffle still worth it in 2025?

From a culinary business perspective, croffles continue to be profitable and strategic. The key reasons include.

Low ingredient cost: Flour, butter, sugar, and eggs remain affordable staples.

Scalable production: Croffles can be baked in batches, making them suitable for both small cafés and large-scale outlets.

Menu flexibility: Creative toppings allow businesses to test new flavors with minimal risk.

From a consumer perspective, croffles remain a value-for-money treat: enjoyable, customizable, and easy to carry. Younger generations still enjoy visually appealing foods that can be shared on social media platforms. Even without viral intensity, croffles have transitioned into a stable product rather than a temporary trend.

 

Economic impact and small business opportunities

The croffle trend has created numerous economic opportunities in Indonesia. Beyond cafés and bakeries, it has inspired:

Suppliers of ingredients and toppings (e.g., specialty chocolate, artisanal cheese).

Kitchen equipment vendors supplying waffle irons and croissant-making tools.

Delivery and e-commerce services supporting home-based croffle businesses.

This ecosystem illustrates how a viral food trend can stimulate local economies, encourage entrepreneurship, and foster culinary innovation.

 

The cultural significance of croffles

Croffles also reflect broader shifts in Indonesian food culture. They represent:

1. Hybridization: The merging of Western pastries with local tastes.
2. Digital influence: Social media as a driver of culinary trends.
3. Consumer sophistication: Growing interest in food experimentation, aesthetics, and convenience.

By combining novelty with familiarity, croffles exemplify how global food concepts are adapted to local markets in ways that are culturally relevant and commercially sustainable.

Conclusion

In conclusion, the croffle phenomenon in Indonesia has proven that culinary innovations can last long beyond their initial hype. Though the trend may no longer dominate social media, croffles still maintain a strong presence in 2025 due to continuous innovation, consumer loyalty, and adaptability to local tastes. Whether enjoyed in cafés or purchased from small home businesses, croffles remain worth it—both for customers and culinary entrepreneurs.

Croffles exemplify a modern culinary success story: a viral food trend that evolved into a sustainable product, demonstrating the intersection of creativity, business strategy, and consumer culture. Their longevity provides valuable lessons for aspiring food entrepreneurs and reflects the dynamic nature of Indonesia’s evolving culinary landscape.