‘Bieberchella’ creates buzz at Justin Bieber exhibit in his hometown of Stratford, Ont.

Justin Bieber fans, buoyed off his recent Coachella performance, are making the pilgrimage to Stratford, Ont. CTV’s Heather Senoran explains why.

Justin Bieber’s performances as the Coachella music festival in California is giving a boost to a museum in his hometown of Stratford, Ont.

“Steps to Stardom: The Justin Bieber Exhibit” has been at the Stratford Perth Museum since 2018. Staff said they originally thought it would be around for a year or two but it has only grown in popularity over the years, especially since ‘Bieberchella,’ a fandemonium-coined term for Bieber’s run at Coachella.

“His legacy is undeniable,” said Kelly McIntosh, managing director at the Stratford Perth Museum. “And I think that performance at Coachella just proves that this is now a new iteration of Justin. This is Justin, the man, the father.”

Bieber went viral during his Coachella sets for surprising fans and duetting with his old music while playing his old music videos in the background. He harmonized with himself to hit songs like “Baby” and “Beauty and the Beat.” He even played YouTube videos of himself as a child, videos that once helped in his rise to fame.

“I think I speak for most people when Biebercehlla reopened that for us, we were like, we all care about him. And he made a huge impact on our lives,” said a Cambridge, Ont. fan, Sara Bando, who was visiting the Bieber exhibit.

Laura Braga, a fan from Brazil, was at weekend two of Bieberchella and travelled from California to Stratford just to check out the museum.

“I cried the whole concert,” Braga said.

Braga is reeling from the Bieber-fever and said she feels emotional, too. She felt she grew up with him and has been a fan since day one.

“I was just a kid. And I have this dream to hug him, to have a moment with him,” Braga said, with tears in her eyes.

Braga was excited to take a tour with a handful of other fans. She stayed behind after the tour was over to take in the hundreds of Bieber-related artifacts at her own pace.

“I can remember the clothes he used. And I can remember myself in my room, watching him wear these clothes,” she said.

A recent addition to the museum is a hands-on experience where fans can hold some of his old belongings from games to jerseys and even his old shoes.

At the end of the tour a polaroid photo of visitors goes on the wall. Bieber himself has signed the wall as he has made a few surprise appearances.

“Fans get to become part of living history, part of the exhibit and he will come back one day, we hope, and he’ll get to see that,” said McIntosh.

Braga left her own message the wall saying that she was there. Braga said she is a true Belieber and always will be.

“Thank you, Justin. It was amazing growing up with you,” Braga said.