Spanish Yogurt Ice Cream Brand MYKA Opens Asia's First Flagship in Central, Drawing Massive Queues
SingTao · 1 SOURCES1 day ago2 MIN
Summary
Spanish yogurt ice cream brand MYKA has opened its first Asian flagship store on Wellington Street in Central, drawing queues comparable to horse racing betting lines. The Madrid-based brand, founded in 2023 and now operating nearly 300 stores worldwide, debuted on September 11, 2026, in Hong Kong. Customers have reported waiting up to 90 minutes in hot weather, with some joking that buying ice cream comes with a free sauna experience.
Key Points
- MYKA's Central flagship opened on September 11, 2026, marking the brand's first store in Asia and its presence in New York, Paris, and London
- The store offers three sizes at HK$58.9 (small), HK$71.9 (medium), and HK$84.9 (large), with 30 toppings available for customization
- The brand specializes in high-protein, low-lactose Greek yogurt ice cream, made fresh daily with handmade toppings
- Social media users shared their queuing experiences, with one customer joking that buying ice cream comes with a free hour of sauna in the heat
- Some customers praised the olive oil and sea salt combination but questioned whether the quality justifies waiting 45 to 90 minutes
Why It Matters
The overwhelming response to MYKA's Hong Kong debut underscores the city's appetite for premium imported dessert brands and international food trends. The long queues reflect how viral marketing on platforms like Xiaohongshu and Threads can drive physical foot traffic to new openings, creating both commercial opportunities and challenges for retailers managing customer expectations during peak demand periods .
The overwhelming response to MYKA's Hong Kong debut underscores the city's appetite for premium imported dessert brands and international food trends. The long queues reflect how viral marketing on platforms like Xiaohongshu and Threads can drive physical foot traffic to new openings, creating both commercial opportunities and challenges for retailers managing customer expectations during peak demand periods .