Dolomites mountain hut faces chaos from viral doughnut trend

The Friedrich August mountain hut in the Italian Dolomites is experiencing chaotic crowds due to a viral social media trend involving its traditional vanilla cream-filled doughnuts (krapfen). Following posts by influencers on platforms like TikTok and Instagram, hundreds of hikers are arriving at the hut, located at 2,300 meters near Passo Sella, in extremely early hours to secure the pastries, which cost approximately four euros.

Reports indicate that some visitors arrive before dawn or even camp overnight to ensure they do not miss out, as the doughnuts often sell out by 10:00 AM. While the hut has prepared these treats for decades, staff note that the current scale of demand has become unmanageable due to social media algorithms.

Local observers and experts have expressed concern that this phenomenon reflects a shift toward 'consumerist tourism,' where visitors travel to specific locations primarily to capture content for social media. This trend has previously caused similar surges in other locations, such as Roccaraso in the Abruzzo mountains, raising broader discussions about the impact of digital influence on mountain environments and local infrastructure.