On 17 February 2026—Sweden's semla day—long queues wound outside several bakeries in Gothenburg. Göteborgs-Posten surveyed the city's popular shops and found Brogyllen so busy that a staff member had no time for an extended interview. Customers were seeking semlor, the seasonal cardamom buns filled with almond paste and cream.
The newspaper itself publishes an annual semla test, helping shape the reputations that direct customers toward particular bakeries. The pastry is widely available, yet the lines concentrate around selected shops. A shared annual custom and the city's ranking culture combine, turning the day for eating the same bun into a day for choosing which version is worth waiting for.