Owner and baker Jennifer has been trying to educate the Shanghainese in the ways of the classic American dessert since May of last year.  Ling and I sat down with her the other day to speak about her new boutique, her design ideas, and of course, her love of cupcakes.

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SHFoodist: So, I must ask – why cupcakes?

I started learning to make cupcakes because I love them as an item, not just as a dessert.  They are so diverse; there is so much you can do with them.  They’re becoming a cultural phenomenon – and our new store will be showcasing that.

SHFoodist: How will you be showcasing this phenom?

In March 2010, we’ll be opening our new cupcake boutique on Hongmei Lu in the Hongqiao District.  It will be more of a cupcake concept store – we’ll sell baking equipment, cupcake related accessories and of course, cupcakes.

SHFoodist: Who are your clients, here in Shanghai?

Well, my clientele is two-fold.  Foreign customers tend to order simple flavors and use the cupcake as a comfort food.  Chinese customers order the more elaborate decorated varieties for special occasions, weddings, birthdays, and corporate events.  My Chinese clients do not have flavor preferences – they just want the aesthetics.

SHFoodist: So where can we buy your cupcakes now, before your store opens?

I have partnered with City Deli in Golden Eagle Mall.  They sell four of my more popular flavors: Triple Vanilla, Chocolate Monkey, Black and White, and Cream Puff.

SHFoodist: What have been the most intricate designs you’ve been asked to create?

When I first opened, LVMH contacted me, wanting replicas of their Louis Vuitton handbags.  I’ve had to draw Hannah Montana on cakes for birthdays, and most recently, I had to make Chanel themed cupcakes for a client.

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For more information, visit www.cestcupcake.com.