Singaporean gelato sensation brings a fire-topped, tropical layered creation to its Gough Street flagship—and it’s already breaking Instagram.
The Ice Cream & Cookie Co. (ICC), the premium artisanal ice cream brand that launched its first Hong Kong flagship in Central’s Gough Street, has unveiled a limited-edition summer dessert that promises to cool you down and heat up your feed. Dubbed “Flame Boy” (火焰仔), the new creation—available from July 17, 2026—combines torched meringue, tropical ice cream, and a playful pair of candy eyes into a single, multi-textured cup priced at HK$89.
A Dessert Built for the ‘Gram
In a city where the summer heat can feel relentless, ICC is betting that Hongkongers want more than just a cold treat. “Flame Boy” arrives as a meticulously engineered indulgence: a three-layer confection that balances sweetness with acidity, crunch with creaminess, and heat with chill.
At first glance, the dessert is unmistakably photogenic. A pair of edible “eyes” perched on a cloud of toasted meringue gives the cup a character-like appearance—a design choice that has already drawn comparisons to the brand’s earlier viral hit, the toasted marshmallow Affogato.
Breaking Down the Layers
ICC has structured “Flame Boy” to deliver a progressive eating experience:
- Top layer: Tropical-flavored ice cream crowned with torched marshmallow meringue. The flame-kissed topping provides a caramelized aroma and a slight warmth that contrasts with the cold ice cream beneath.
- Middle layer: A repeat of the base’s core components—passion fruit curd and sponge cake—designed to reinforce the tangy-sweet profile and give the dessert structural depth.
- Bottom layer: More passion fruit curd and sponge cake, offering a bright, citrusy foundation that cuts through the richness of the meringue and ice cream.
The result, according to the chef, is a dessert that avoids being cloying: the passion fruit’s acidity balances the sweetness of the toasted topping, while the sponge cake adds a soft, cake-like texture that prevents the cup from feeling monolithic.
From Singapore to Sheung Wan: The ICC Story
The Ice Cream & Cookie Co. first made its name in Singapore, where it built a cult following for its small-batch, premium ice cream and cookie combinations. Its Hong Kong flagship, which opened in mid-2025 on Gough Street in Central, quickly became a destination for both locals and tourists seeking novelty desserts.
The brand’s previous summer offering, the toasted marshmallow Affogato, proved so popular that it sold out within weeks. “Flame Boy” appears to follow the same playbook: limited availability, high visual appeal, and a flavor profile that leans into tropical, seasonal ingredients.
What This Means for Hong Kong’s Dessert Scene
The launch of “Flame Boy” comes at a time when Hong Kong’s dessert market is increasingly bifurcated. While traditional shops continue to serve enduring classics like red bean soup and mango pomelo sago, a new wave of Instagram-first, artisanal brands is capturing younger consumers willing to pay a premium for presentation and novelty.
At HK$89 per cup, “Flame Boy” is positioned squarely in the premium segment—comparable to high-end gelato or specialty parfaits. Yet early social media reactions suggest the price may be justified by the experience: the combination of theatrics (the torched meringue), interactivity (the playful eyes), and layered flavors offers a complete sensory package.
Practical Information for Dessert Hunters
- Product name: Flame Boy (火焰仔)
- Launch date: July 17, 2026 (Friday)
- Price: HK$89 per cup
- Location: The Ice Cream & Cookie Co., Hong Kong flagship, Gough Street, Central (near Sheung Wan MTR)
- Availability: Limited edition; while stocks last
For those looking to beat the heat without sacrificing visual appeal, “Flame Boy” offers a rare combination of artistry and refreshment. Whether it becomes the season’s defining dessert—as its predecessor did—remains to be seen, but early indicators suggest ICC has once again struck a nerve.
Pro tip: Visit on a weekday afternoon to avoid the queues that have become synonymous with the brand’s limited releases. And bring your phone—this one demands to be photographed.