Last Thursday was shaping up to be a normal day for the Black Dog pub in south London, until its social media traffic mysteriously started ramping up. The reason was that Taylor Swift’s new album had leaked, featuring a song that shared its name. Within an hour of its release, the small venue was deluged with excited fans, while its staff scoured CCTV for a sighting of the world’s biggest pop star. Over the course of the weekend, thousands of devoted Swifties, as Taylor’s fans call themselves, descended on Vauxhall to feel closer to their favourite artist. The Black Dog’s lyrics reference spotting that an ex-boyfriend was entering the pub – most likely the British actor Joe Alwyn, who lives in the area. Lily Bottomley, an events and social manager for SC Soho, the small hospitality group that owns the Black Dog, said the mention had taken the neighbourhood pub by surprise. “I was like, wow, what a coincidence, that’s crazy. Then traffic got bigger, and then just exploded when her album went live. We created a TikTok, started posting, interacting with fans. We’re completely booked out this week and we’re nearly full for her tour dates. It’s been amazing for the business, the fans have been overwhelmingly positive,” she said. The atmosphere was one of “celebration, super jovial, really good vibes” at the weekend, Bottomley said, adding that the pub had hired last-minute security to deal with the surge. Bottomley said fans were particularly interested to learn whether it was Alwyn or Swift’s other British ex-boyfriend, Matty Healy, referred to in the song. She has confirmed that the pub has had “a certain blond regular in a few times”, in a coy reference to Alwyn’s hair colour. She is “100% certain” the pub is the one referenced in the song, since Swift has previously talked about nights out in neighbouring Brixton. She said: “We’ve been looking at past security footage [for Swift]. We haven’t found anything but you never know. I’ve heard that whenever she visits places she puts a cap on, so we could have missed it. We’d love to have her back.” When the Guardian visited at the pub’s opening at midday on Monday, a steady stream of Swifties were paying their respects. Emilia Linton, 24, and Katie McGowan, 28, had rushed to the Black Dog before flying home to Vienna, and were keen to secure some content for their Instagram Stories. “It makes you feel the song more, because you know what she’s referencing,” Linton said. “She’s a lyrical genius, she introduced me to country, and she makes it cool to be a girl again.” While McGowan had expected a dingier locals’ pub, Linton argued that the upmarket gastropub’s “sweet, girlie” ambience was more fitting. The pair’s friend, Liz, 23, from Leeds, said: “It feels very like, if you’re American, what you’d think a pub was. I just don’t see Taylor Swift in a ’Spoons.” She had previously enjoyed visiting the Beechwood cafe in LA, mentioned in a Harry Styles song, and was keen to recreate the experience. “I just love getting recommendations, from friends and stuff – including my close personal friend Taylor,” Liz said. The trio welcomed fellow Swift fan Tyler Ewings, 18, on to their table. He was visiting from Plymouth. “I thought I’d come see what it’s like, take in the vibe of it,” he said. “Swifties are a very tight-knit community and actually kind of loving. If you go to a concert you’ll talk to loads of people outside the venue.” He said the specificity of the pub’s mention made him feel more connected to Swift. “With London Boy she referenced all kinds of places in London, but to target one place, it feels like she’s gone in deeper.” Julien Dimitrov, 30, had dragged his reluctant boyfriend to the pub on the final day of their holiday before returning to the Czech Republic. When he realised the Black Dog was in London, he was thrilled by the coincidence. “I immediately thought I must visit it,” he said. The pub’s mention reflects all that he cherishes in Swift: “She’s so open, so friendly, so human, down to earth, relatable – even though she’s famous.”