Hey! Welcome to the Creator Economy NYC newsletter — the premier place for all things creator economy in the Big Apple.

Well, we did it, folks. We made it through another steamy NYC summer. The best season in the city is upon us — and we get to enjoy it together.

As we enter Labor Day weekend, I wanted to share a lighter send on a topic that closes out the summer well — candy. But not just any candy… Swedish candy (based in NYC).

Let’s dive into it.

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NYC's sweetest sensation: BonBon and the impact of “local gone viral”

In downtown Manhattan, a line snakes around the block. No, it's not for the latest Supreme drop or a trendy restaurant opening…

It's the line for BonBon, a candy shop that's become NYC’s sweetest sensation, quite literally overnight.

BonBon first opened its doors on 130 Allen St in 2018, offering over 160 types of Swedish candy. For years, it remained a beloved local spot, quietly serving up Swedish sweets to in-the-know New Yorkers. But this past year, everything changed, thanks to the explosive power of TikTok and NYC's influential creator community.

In January 2024, NYC creator Marygrace Graves posted a TikTok video chronicling her Friday night routine, which included a stop at BonBon.

The video hit a sweet spot with viewers, racking up over 1.3 million views in no time. Suddenly, everyone wanted a taste of what BonBon had to offer, and more creators flocked to the “new” spot. The impact was immediate and almost overwhelming for the small candy shop.

Leo Schaltz, BonBon's co-founder, found himself in the middle of a whirlwind. He told Eater in an article, that after Graves' video went viral, they received a staggering 1,000 online orders overnight. To put that in perspective, they were used to handling about 20 orders per day. It wasn't just New Yorkers getting in on the action either – people from out of town were desperate not to miss out.

The demand was so intense that BonBon had to take extraordinary measures. In a move that sounds more like a blockbuster movie than a candy shop operation, they actually had to airlift candy from Sweden to keep up with orders.

As BonBon fever spread, so did the content. The hashtag #bonbonnyc exploded on TikTok, accumulating millions of views across hundreds of posts. Users were creating everything from Swedish candy reviews to "Bon Bon Candy Pick of the Week" videos. What started as a single TikTok had turned into a full-blown social media phenomenon.

Adapting to viral success

BonBon's team quickly realized that this viral moment could either make or break them. They needed to act fast to capitalize on their newfound fame and meet the skyrocketing demand.

First on their list was beefing up their social media presence. While BonBon had dabbled in TikTok before, posting their first video back in 2021, they knew they needed to step up their game. In February 2024, they hired a dedicated Social Media Manager to post consistent, engaging content.

And, of course, they’ve had to adapt operationally — supply chains were revamped, staff was hired and trained, and, well, they’re getting their airline miles in with airlifting candy to meet demand.

My take: what BonBon's success really means

BonBon's explosion onto the NYC scene isn't just about candy – it's a perfect storm of trends reshaping how local businesses can blow up thanks to the power of the creator economy and our platforms.

First, in a city drowning in chain stores and global brands, BonBon stands out because it's offering something genuinely unique. It's not trying to be everything to everyone – it's a Swedish candy shop, period (no It’s Sugar, no Dylan’s Candy Bar). And that specificity is magnetic in a world where we're all craving experiences that feel real and undiscovered.

The kicker is that BonBon was relatively "undiscovered" until TikTok made it a star. Remember, it has been around since 2018. This is the wild paradox of our times: a hyper-local business can suddenly become a global sensation overnight, thanks to a global platform. One video, 1.3 million views, and boom – a quiet candy shop is now on everyone's must-visit list.

Now, let's talk about content for a second. BonBon wasn't just sitting back and letting others do the talking. They jumped into the TikTok game themselves to capitalize on the rise. In 2024, your social media presence is just as important as your physical storefront – maybe even more so. BonBon got that, and they ran with it (and, well, they seemingly had no other choice).

There's also this fascinating FOMO effect at play here. Those long lines? They're not just inconvenient – they're part of the appeal. In our experience-driven economy, waiting in line for trendy candy becomes its own event, its own story to share — more content! Not to mention, those bubblegum pink, pretty bags that you fill your candy up with make for a great picture.

In the end, BonBon isn't just selling candy – they're selling a piece of the zeitgeist, one sour gummy at a time. And for now, at least, New York (and the rest of the world) is eating it up.

And if there are any BonBon employees or connects reading this, I would love to routinely have Bonbon candy and platters at our Creator Economy NYC events. The community would love it. Let's make it happen…

Have you been yet? What’s your favorite thing? Let me know by replying back to this email!

I recently broke down this story in video format, which you can view here. Shoutout to Emmy O for her support with content production.

Upcoming events

Mixer and Panel w/ Teachable - Turning Part-Time Passion into a Full-Time Gig - Sept 16, 6:30PM-9:30PM

We’re partnering with Teachable for an ultimate mixer and panel event on Monday, September 16, focused on turning your creative passion into your full-time gig. Join us for an exclusive evening filled with connections and new learnings at the beautiful Georgia Room venue in Flatiron!

Our esteemed panelists include:

• ​Dara Denney, full-time content creator

• ​Brandon Smithwrick, part-time content creator and Head of Content at Kickstarter

• ​Olivia Owens, Creator Partnerships at Teachable

​Whether you're a part-time creator dreaming of going full-time, a full-time creator looking to level up, or an industry pro seeking insights, you'll walk away with:

• ​Insider tips on navigating the creator-to-entrepreneur journey

• ​Real talk on the pros and cons of part-time vs. full-time creation

• ​A pulse on the latest trends shaping the creator economy

RSVP today to secure your spot.

Shoutout to our community partners for supporting this event:

• Teachable: the no-code platform for creators who want to build more impactful businesses through courses, coaching, and digital downloads. Start for free.

• Notion: The all-in-one workspace that combines note-taking, project management, and collaboration tools, making it ideal for content creators. Get Notion.

• Siftsy: the comment section analytics tool influencer marketers and brands rely on. Book a demo today.

If you’re interested in sponsoring upcoming events, please reach out here.

• Fintech Is Femme Creator Summit: ​This Summit, founded by NYC creator Nicole Casperson, bridges the gap between business leadership and content creation. And just for our community, you can get 50% off tix using code FIF50. I will be there, and hope to see you there! Grab your tix here.

• beehiiv: Get 20% off your first 3 months on any beehiiv paid plan. This comes after a complimentary 30-day free trial, exclusively for our community members! Snag it here.

• B&H Event: Our friends at B&H are hosting a two-part event on 9/5. The afternoon session from 1-4pm is an intimate workshop, and the party is from 6-9pm. RSVP to each session HERE and HERE.

• YouTube stars want some respect

• About half of TikTok users under 30 say they use it to keep up with politics and news (which re-emphasizes the recap I wrote about my experience at The White House)

• 25 most influential creators of 2024

• Senior Social Media & Community Manager @ Flagship

• General Manager @ The Publish Press (let me know if you apply!)

• Video Editor @ Mad Realities

• 📰 Dressed to the ca-nines: how Dog Menswear carved its niche in NYC

• 📰 Insights from the White House’s Creator Economy Conference

• 📰 This NYC creator found a 'Dumb Hot' way to go viral on TikTok

View the full archive here.

Thanks so much for reading! Let me know what you thought by replying back to this email! I hope everyone takes the time to relax and reflect on a wonderful and accomplished summer. Excited for the fall together (yes, I know we technically still have time).

See you next week,

Brett