Crumbl announces plans for Australia stores after unofficial Sydney pop-up goes viral

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KEY TAKEAWAYS

Crumbl Cookies announced plans to establish stores in Australia following a viral, unofficial pop-up event in Sydney, sparked by fans importing and reselling the cookies.
Responding to the enthusiasm, Crumbl promised Australian fans that "the REAL Crumbl is coming soon."

LINDON — Crumbl Cookies announced Sunday the company has plans to open stores in Australia after an unofficial cookie debacle occurred in Sydney.

Crumbl is "thrilled" to expand to Australia and started an official Crumbl Australia Instagram account to mark the occasion, the cookie company said in a press release. Details on specific locations and dates were not released.

"The team at Crumbl has been amazed by the support of fans in Australia over recent weeks. Crumbl has been inspired to accelerate plans to provide all dessert-loving Aussies with a true Crumbl experience," a press release said.

This announcement comes a week after some Australian Crumbl fans flew to the U.S., bought hundreds of cookies, imported them to Australia, then resold them at a pop-up shop in Sydney. The cookies sold for a whopping $17.50 in Australian dollars, equivalent to about $12 in the U.S.

The situation went viral on TikTok, with dozens of people in the days following posting reviews of the cookies, some claiming the stunt was illegal and others praising the "hustle" of the organizers.

The TikTok account that started it all wrote, "Not endorsed by Crumbl, just fans importing!" in its bio. The organizers said they never claimed to be an official Crumbl store and went through all the proper importation processes to get the cookies to Sydney.

After the event went viral, Crumbl Cookies said in a statement to KSL.com, "While the pop-up in Australia was not sponsored by Crumbl, we love seeing excitement for Crumbl around the world."

Crumbl's Australia social media account announced the expansion with a video showing the dozens of articles written about the "fake" Crumbl pop-up.

"Aussies, we heard you loud and clear. The REAL Crumbl is coming soon," the caption said.

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