Tunisian Tiramisu Shops Take Social Media by Storm
Just five weeks after its launch, Tunisian shop Bou has already become a phenomenon on social media, attracting not only the attention of Tunisian internet users but also international profiles. Its marketing strategy, which highlights a strong local identity and symbolic elements such as the chachia, beach, and tabla, gives tiramisu a deeply Tunisian tone. Bou presents itself on Instagram as "the first Tunisian tiramisu shop," playing on the cultural roots and everyday aesthetics of Sidi Bou Saïd. However, Bou is not the only one riding the wave of revised Italian desserts: in Sfax, Misucloc has been making a splash since its launch in March 2025, generating a lot of local media buzz and competing for the attention of Tunisian foodies.
Controversy Arises
The controversy began when internet users compared these Tunisian initiatives to Spùn, a well-known Italian tiramisu brand in Milan, which has built its reputation around a single-product dessert offer and social-friendly packaging in the city center. It's a must-try when visiting Milan. Trend, inspiration, or copycat? On social media, reactions are mixed. Some see the concepts of Bou and Misucloc as a copy-paste of Italian success. Others simply read it as a global trend to reinterpret tiramisu, a traditional Italian dessert whose origins date back to the gastronomic culture of the Treviso region in Italy.
Misucloc Responds
Misucloc responded to a newspaper article presenting the brand as "following the trend" with a humorous reel: two young people watching a match and enjoying their homemade tiramisu, emphasizing that they are too busy "enjoying the best tiramisu" to react to criticism. In its Instagram bio, Misucloc claims "the real tiramisu... revisited with love," a formula that aims to legitimize its own interpretation of the Italian classic while affirming its creative approach.
Italian Brand Spùn Reacts and Relaunches the Debate
The Italian brand Spùn recently published several provocative reels: one of them used the phrase "Italians do it better," implicitly inviting people to value the Italian origin of tiramisu. In another content, Spùn celebrated Italian culture and the history of the dessert, highlighting how it fits into the richness of the peninsula's gastronomic heritage. A third reel stated: "trends come and go, Spùn stays," a way to reinforce its own legitimacy in the face of the proliferation of tiramisu variations around the world.
Bou Responds
Reacting to these jabs, Bou shared reels highlighting the richness of Carthage and Tunisian heritage, while showing that similar concepts exist globally. The goal is clear: to reposition the debate as an international celebration of the dessert rather than a direct confrontation. In any case, the discussion has offered increased visibility to Tunisian brands, with organic publicity that many paid campaigns would dream of obtaining — especially thanks to the sharing of their content by foreign audiences and media.
