SOCCER: Conchas for World Cup wins in Los Angeles give fans a yummy way to celebrate

LOS ANGELES — With customers queued up and spilling onto the sidewalk at Cookieteria by Lovely, baker Erika Lopez is focused on keeping up with demand for her popular World Cup-themed conchas.

The conchas, a Mexican sweet bread traditionally enjoyed with hot chocolate or coffee, have become a local sensation among Mexican and broader communities in the area. Customers are showing support for their favorite teams by choosing pastries decorated in national colors and football-inspired designs.

“We want to give something to everyone, and we don’t want anyone to feel left out, like, ‘Oh! Where’s my jersey?’” said Lopez, 42, as she prepared a June 20 batch of conchas shaped like soccer jerseys representing the United States, Mexico, and Argentina, as well as golden World Cup trophies, soccer balls, and team mascots.

The treats have also proven highly shareable on social media. Fifteen-year-old Leo Ruiz described them as “really cute” and said they inspire customers to take photos and post them online.

Los Angeles, home to millions of Mexico-born residents and people of Mexican heritage, is a city where the green Mexico national team jersey is commonly seen throughout its sprawling neighborhoods. Lopez said incorporating those colors into conchas felt like a natural extension of her culture and community.

“As a Mexican, we’re always thinking about what we can do to be part of everything. And soccer is a really important part of us,” she said.

PASSIONATE SUPPORTERS

For Lopez, however, being part of that soccer passion comes with pressure. Originally from Mascota, Jalisco, Mexico, she feels a strong responsibility to meet customer expectations with each new batch of themed conchas.

“Sometimes I’m excited, sometimes a little scared. Happy. Worried. You name it. Every emotion is there every time,” said Lopez, who has lived in the United States for 23 years.

For customers, though, the experience is much lighter and more festive. Enjoying a concha during the World Cup is simply a fun way to celebrate the tournament.

Customer Nubia Wilson, 50, purchased a box of Mexico- and U.S.-themed concha jerseys and soccer ball designs for a boy’s birthday party later in the day.

“The little boy loves soccer, so what better way than to showcase the conchas? Because everybody loves conchas. At least at the party I’m going to,” Wilson said. -Reporting by Miguel Gutierrez; writing by Ed White, editing by Ed Osmond/Reuters