Written by Cove Johnson Rabidoux
If you spend any time online, then you have likely seen videos of people kneading sourdough bread, decorating gorgeous pink cakes, or preparing aesthetic pastries in their beautifully organized kitchens. While baking has been around for centuries, in recent years baking has gained even more popularity. This phenomenon can't be attributed to a single thing; however, several cultural and social trends are leading more people to romanticize baking now than ever.
But to start, what does it mean to romanticize something? When you romanticize an activity, it means you view it through an idealized lens, only focusing on the fun and charming aspects while overlooking the more mundane or challenging parts.
Now, the biggest influence on our habits in the kitchen is social media. Apps like Instagram, TikTok, and Pinterest have made it easy to share beautifully curated content, and baking perfectly fits into this aesthetic-driven culture. Since the rise of social media, people—especially Gen Z members—have become increasingly focused on the "aesthetics" of an activity.
Aesthetics refers to the visual appeal of something, which is often carefully crafted to look stylish, trendy, and Instagram-worthy. In the kitchen, this translates to perfectly kneaded dough, golden-brown cookies, and elegantly decorated cakes. As a result, images of these baked goods have flooded social media feeds, turning baking into a visually appealing pastime. Plus, hashtags such as "#Foodstagram" and "#BakingChallenge," and aesthetics, such as cottagecore and homebody, have particularly contributed to the romanticization of baking.
The COVID-19 pandemic in 2020 further accelerated this romanticization. Many people turned to baking during the lockdown because they saw it done so much on social media. Ultimately, baking became a way for many people to cope with stress, uncertainty, and boredom. It became a comforting ritual—a way to pass the time and be creative. For several, sourdough starters, banana bread, and homemade cookies became staples, which attached sentimental values to baking and left many to associate baking with comfort and self-care.
Comfort and well-being are at the core of the romanticization of baking. There's just something therapeutic about measuring ingredients, kneading dough, and watching a cake rise in the oven. So, it is no wonder that baking has become a beloved activity for boosting mental health and providing a source of comfort. One way it does this is because baking offers the satisfaction of creating something physical with your hands, which is unusual in our modern online world. For many, there is a sense of accomplishment that comes after baking something from scratch.
Baking at home is also a way of pushing back at consumer culture, something that has grown even less popular in recent years. Baking food at home can be seen as part of broader “DIY” and sustainability movements, where people are choosing to make things themselves rather than buying them. As a result, the romanticization of baking ties into this desire to be more self-sufficient, intentional, and resourceful.
Overall, the romanticization of baking can't be pinpointed to a singular event; however, it does have roots in combining creativity, comfort, nostalgia, and mindfulness into a single activity. For many, baking is seen as emblematic of a slower, more peaceful, and intentional lifestyle, offering a break from the chaos of modern life. It is a way to reclaim a sense of agency and creativity while making delicious treats.
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