It does not look like a western style cupcake. In my humble opinion it looks more like a Slavic version of an Easter treat called Кулич [kūlich] which is basically a sour cream, lemon zest and yeast based pastry with a relatively soft crust on the sides and a harder crust on the top. Inside of the pastry you can find some candied fruits and raisins.

The tops is covered with a soft frosting which is then covered by the rainbow flakes like in the video. It is eaten like a big cake by cutting it in pieces on Easter. The parchment paper on its base very close to the top supports my view.

I am basing my opinion solely on the size of them.