Sweet: South African author sparks kindness revolution on social media

CapeTalk's Clarence Ford speaks to Shavonne Bulmer (aka Madam Cupcake), founder of the Mzansi Cupcake Movement.

Listen below:

In a world where social media can sometimes bring out the worst in people, one South African author is using her platform to bring out the best.

Sick and tired of seeing negativity on the BookTok subcommunity on TikTok, Shavonne Bulmer decided to take a stand.

Inspired by the philosophy of ubuntu, she created the Mzansi Cupcake Movement (MCM).

"BookTok started to get scarier due to the toxicity that was growing, and one day I decided my page could be a safe space for people to come and connect and share who they are and how they are."

- Shavonne Bulmer (aka Madam Cupcake), Founder - Mzansi Cupcake Movement

And the cupcake moniker?

"One day I addressed everyone as Mzansi cupcakes... and I referred to myself as Madam Cupcake, and from that day, that is where the Mzansi Cupcake Movement was born.

- Shavonne Bulmer (aka Madam Cupcake), Founder - Mzansi Cupcake Movement

But there's more to it than that - when viewed through the philosophy of unbuntu (I am because we are) explains Bulmer...

"One cupcake on a table might not look very impressive, but as soon as there's a whole arrangement of cupcakes, that arrangement can outshine a cake quite quickly."

- Shavonne Bulmer (aka Madam Cupcake), Founder - Mzansi Cupcake Movement

"That's the whole essence of the movement - I may have taken the first step, but it's not me... it's all of us within this movement."

- Shavonne Bulmer (aka Madam Cupcake), Founder - Mzansi Cupcake Movement

And the movement isn't just sweetening social media in Mzansi, it's also making an impact overseas.

A group, inspired by the MCM and calling itself The Sweet Tarts has sprung up in the US.

"It caught the eye of some BookTokers in the US who are much larger in the sense of followers."

- Shavonne Bulmer (aka Madam Cupcake), Founder - Mzansi Cupcake Movement

Despite its global impact, for Bulmer the movement is truly personal.

A domestic abuse survivor, she says her story is the true foundation of the movement:

"In 2016 I walked out of an extremely abusive relationship and I restarted my life. I went through therapy, and there I found my ability to process my emotions through writing."

- Shavonne Bulmer (aka Madam Cupcake), Founder - Mzansi Cupcake Movement

@shavonnebulmerauthor What if kindness had a flavour? Ours tastes like home. Like soft sponge and sweet icing passed from one hand to another with love. We call it the Mzansi Cupcake a movement baked in Ubuntu. Now we’re calling on the world: What’s the name of your kindness? What treat reminds you of hope, of healing, of hands that lifted you when you were down? We’re building more than a trend, we’re building a table where every country gets a seat, every culture brings dessert, and kindness becomes the recipe we all share. 📍From South Africa to the world Tag your country. Name your treat. Own your movement. #MzansiCupcakeMovement #Mzansicupcakes #KindnessChallenge #UbuntuInEveryBite #sweettartsbooktokers #booktok #booktokusa #booktoksouthafrica #mzansibooktok ♬ original sound - Lungisani

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