Catalan Baker Laura Zurriaga's Rise from Home Kitchen to Digital Stardom

Laura Zurriaga, a prominent Catalan-language content creator specialising in desserts and baking, has built a dedicated following by making pastry techniques accessible to home cooks of all skill levels. In a recent interview, she shared insights into her digital journey, her commitment to Catalan content, and her upcoming participation in Andorra's Eixivern event on 21 February.

Zurriaga never anticipated that her social media presence would evolve into a full-time career. "I thought restaurants might invite me to try their menus, since my budget didn't allow it often," she said. "I didn't imagine it could go further." What sets her apart, according to her audience, is her clear explanations that demystify complex recipes, bringing professional-level baking into everyday kitchens.

Maintaining a consistent posting schedule poses the biggest challenge. "Not every day is a good one, and sometimes you don't want to share what's happening," she noted. "Those are the hardest days to keep showing up."

Her decision to create content exclusively in Catalan proved pivotal. She went viral early on because few others were doing similar work in the language, drawing strong support from Catalan speakers. "In Spanish, there are a thousand creators doing the same thing. When I started, I was alone, and that made people rally behind me," Zurriaga explained. She could not envision producing content in any other language.

Zurriaga views initiatives like Eixivern, which promote Catalan culture in the global digital space, as essential but challenging. "There's more Catalan content on social media than ever, yet I struggle to see a healthy future for it," she said. "Projects like Eixivern add value, but until we no longer need them, we're not safe."

Beyond stereotypes, she associates Andorra with its natural beauty, calling it "a small oasis of happiness" for those living elsewhere. Reflecting on her path, she discovered her extreme perfectionism: "It's terrible to spot the smallest error and lose all faith in my work because it's not perfect."

For aspiring creators, her advice is straightforward: "Just start. With consistency, interesting content for your audience, and good execution, you'll get there bit by bit."