Walking up to an ABC Bakery location in Ho Chi Minh City's District 3, it's clear that the dragon fruit bread is drawing a crowd and turning heads.

There was a sizable line of people — most wearing surgical masks — waiting to get their hands on the bright pink bread.

The dragon fruit bread was prominently displayed on signs

Cashiers swiftly handed off bags filled with fives loaves in exchange for 30,000 Vietnamese dong, or about 1.30 USD.

"I nabbed a bag of my own after waiting in line for just 20 minutes, as customers clamored to get their hands on the bread," said Kate Taylor 

Kate retreated inside to get a better look at her purchase

The bread is truly, shockingly pink 

'Even though it was created to battle the economic impact of the coronavirus, it could have been made for Instagram,' said Kate 

Kate said it also smelled delicious — a wholesome, fresh aroma, with a very slight fruity hint 

Taking a bite of the warm bread, she said she was immediately impressed. 

The bread wasn't just a social media stunt — it was legitimately good, with a perfectly crusty outer layer that satisfyingly ripped apart to reveal a flavorful, airy interior.

The dragon fruit isn't overpowering, but adds a very subtle hint of floral fruitiness. 

Vietnam is already bracing for the impact of the coronavirus, which is expected to cost billions of dollars in economic damage in the country. 

As coronavirus spreads, inventions like dragon fruit bread reveal how companies are being forced to adapt in trying times — and, in some cases, create something new and delicious.