During Ramadan in 2025, a long queue appeared every day at an unnamed, unsigned jalebi shop at Butter Mor in Rajshahi, Bangladesh. Founded in 1950, it was run by the founder's four sons, with a craftsman who had made the sweets there for forty-two years.
Jalebi sold for 220 taka a kilogram. A customer said his family had kept it on the iftar table since his grandparents' generation. The intersection name and more than seventy years of repetition had become the brand. The queue was a form of urban memory that located the shop more precisely than a sign.