BerryLine, a roughly 200-square-foot frozen yogurt and ice cream shop in Harvard Square, has been a Cambridge staple since 2007. Run by Matthew Wallace, an MIT PhD graduate, the shop recently exploded in popularity in mid-2025 on platforms like Instagram and TikTok, drawing lines that regularly stretch down the block. El Alvarez-Rosenbloom, a Cambridge-born university student, Clara Davis, a former BerryLine manager, and Denise Jillson, the executive director of the Harvard Square Business Association, each spoke to the shop’s significance: from its deep roots in the community to its newfound viral fame and what that means for a small business navigating a sudden surge in attention.