Like many trends that shape culture, it started with TikTok.
Norwegian swimmer Henrik Christiansen, now widely known as “The Waffle Man,” posted a picture of the chocolate waffles served in the Olympic Village during the Summer Olympics. Christiansen’s post highlighting his love for the fudgy treat attracted millions of views while competing in the Paris Olympics and led to many repeat waffle recipes (including one in the New York Times).
But one fan of Christiansen’s post in New York City didn’t want to settle for just a replica.
Instead, 32-year-old independent designer Kelin Carolyn Chang wondered if she could try the real deal. There was an initial hurdle, however, because Coup de Pates, purveyor of the famous Olympic chocolate chip waffles, only fulfilled wholesale orders, such as those for restaurants and businesses, rather than direct-to-consumer orders, she said. As she tried to get her hands on authentic waffles, Zhang documented her research and quest to bring waffles to the U.S. on TikTok, creating connections in the restaurant industry that helped make her wish come true.
“The whole situation was escalating and I found it very funny, so I just moved on,” Zhang said.
As she describes it, an “extremely random rabbit hole” of waffle research ultimately led to the shipment of 15 boxes of 300 chocolate chip waffles—presumably the same waffles served to athletes at the Olympics and Paralympics, Although Coup de Pates did not respond to a request for comment on the subject. The waffles were flown overnight on dry ice from Paris’ Orly Airport to New Jersey’s Newark Liberty International Airport, Zhang said. The shipment required FDA approval, and the waffles had to clear customs before being transported by van to the Isshiki Matcha Café in New York’s East Village, which hosted its first pop-up event on August 17.
As soon as the event was announced, there was an uproar in the area. The first customers lined up outside the cafe at 6am – the event started four hours later. The line circled the entire block twice and the waffles (limited to one per customer and priced at $10) sold out in about two hours, said Isshiki Matcha owner Angel Cheng, who said her friend who arrived late did not get any. muffin.
Zheng became involved after one of her friends tagged Zhang in one of her TikTok posts and suggested the two women team up to bring the waffles to New York City.
“I really like side missions,” Zheng said. “I like doing things for plot. I’m young – I’m 24. I don’t have a boss with a 20-person chain of command. I open restaurants and bring a lot of joy to people. So I thought, if it works, it works. If not, at least we tried.
Pulling off the event was no easy feat, with many logistical hurdles encountered along the way, which Zhang recounts in detail on X . goods to the restaurant, because Zheng is used to working with other suppliers, which means she and Zhang must coordinate ground transportation. Zheng also said she bought a new refrigerator for the restaurant big enough to store all the waffles, and the customs and shipping costs were high, but she was “happy to do it.”
Plus, this isn’t a one-time thing. Isshiki Matcha announced that as the Paralympics get underway, a second pop-up event will begin at 10 a.m. on Saturday. This time, they placed a larger order — 1,000 muffins, which Zhang said they will keep selling until supplies last.
Zhang said she expected attendance to be smaller this time given the late announcement, with potential customers likely to be out of town over the holiday weekend.
Olympic waffles are back in New York for the Paralympics!
1 serving per person tomorrow at 10am (Saturday 31st August), first come first served @ isshiki matcha
This time there are 1000 handbags. If supplies are limited, the pop-up will last until Sunday https://t.co/sPoxMoLnH2 pic.twitter.com/E26ajZAach
— Kelin (@kelin_online) August 30, 2024
But Zhang said she has been able to try a second muffin thanks to the latest shipment. Despite all the coordination of the first event, she only tried one due to demand.
“Can you believe it?” she said.
According to Zhang and Zheng, the hype surrounding the waffles is justified. Yes, Zhang confirmed, they are chocolate cakes. Zheng said she thought they were the best waffles she had ever tasted, prompting a wave of praise for the waffles, which were shared on TikTok by many people, including U.S. Olympian Gabby Thomas ( Gabby Thomas, Tara Davis-Woodhall, Abbey Weitzeil and Torri Huske. There may be more comments coming during the Paralympics, as the ParalympicX account appears to indicate that waffles will be available to competitors.
Well…we need to know if any Paralympians have tried the Chocolate Waffles at the Athletes Village 🍫
Athletes tag and let us know…
📸 Getty Images pic.twitter.com/r8jgZ6BSwE
— Paralympics (@Paralympics) August 29, 2024
The popularity of these pastries has transcended Athletes Village, and thanks to Zhang and Zheng, the waffles have reached new critics on another continent.
“I think the amazing thing about these waffles is that no one but Olympians can get them,” Zheng said. “I don’t think it has anything to do with making chocolate chip muffins.”
Zheng added that her takeaway from the endeavor is that “with the power of the internet, anything is possible.”
Zhang, who has a background in digital product design, said she had never worked with a restaurant or cafe before looking for waffles, and “hopes the whole story will inspire others to figure things out for themselves.”
“(The first) waffle pop-up itself was very wholesome,” she said. “People are having a great time in the queue. That’s what I’m really proud of – helping people have a good time and come together.
She was unaware of any plans for a third pop-up and highlighted related incidents.
“I do think it’s very special to keep it during the Olympics and Paralympics,” she said. “It adds to the overall excitement.”
Regardless, Zhang’s quest comes to a satisfying conclusion. She and Zheng — and those who dedicated themselves to the shared pursuit of waffles, waiting in line — ended up eating like Olympians.
(Photo provided by Zhang Kelin)
