Employees of pastry shop ’t Bakhuys in Hilversum have gained millions of views on TikTok with videos featuring dances, sketches and challenges. One video was viewed more than six million times. The employees recently won a Special Media Award in the ‘Work in Image’ category at a ceremony in Gooiland, Hilversum, presented by Irene Moors. The jury praised their collaboration and their response to trends.

The video ideas often come from guides who work with the employees on their production. Because of limited seating, not everyone attended the ceremony; Mark and Casper watched it via livestream. Mark, who had recently started working at the bakery, recorded his first TikTok for it the previous week and said he hoped to become the next TikTok talent. Staff members and guides monitor comments and remove negative ones.