South Korean bakery powerhouse MilkyShop is deepening its footprint in Hong Kong, announcing the launch of its second overseas pop-up store set to open in Wong Chuk Hang’s THE SOUTHSIDE complex at the end of January 2026. Following the resounding success of its initial temporary location in Tseung Kwan O’s PopCorn earlier this year, the Seoul-based brand—famous for its signature butter-filled sandwich cookies—will begin serving customers in the new Southern District location from January 28 to March 27, 2026.
Expanding the Overseas Footprint
MilkyShop, which operates ten highly popular stores across South Korea and is considered a must-buy souvenir in Seoul’s trendy Seongsu-dong district, debuted its first international venture at PopCorn in November, quickly garnering significant attention for its artisanal treats.
The brand’s hallmark, the Butter Sand cookie, features a meticulously handcrafted composition: a buttery, crisp outer biscuit combined with a rich, yet balanced, smooth caramel butter cream filling. Customers have praised the snack for being sweet without being cloying, noting that when chilled, the filling achieves an almost ice-cream-like texture. Due to intense demand at the first location, sales were initially restricted to four boxes per customer daily.
The expansion into THE SOUTHSIDE reflects the growing appetite among Hong Kong consumers for premium, limited-availability Korean baked goods. This strategic move aims to capture foot traffic in a different high-density area, making the coveted cookies accessible to patrons across the territory.
Limited-Edition Holiday Offerings
Coinciding with the upcoming Lunar New Year period, MilkyShop is introducing a specialized Butter Sand Chinese New Year Assortment Gift Box (priced at $338 per box). This festive collection bundles four popular flavors, each represented by four pieces, ensuring a curated tasting experience.
The flavors available in the holiday assortment include:
- Crème Brûlée
- Caramel Milk
- Peanut Butter
- Matcha
To manage demand for these seasonal items, a strict pre-order system is in place for the gift boxes. Each customer (identified by their phone number) is limited to a single preorder, with a maximum of three boxes allowed per booking. Pre-orders are currently being accepted through January 14, 2026, and collection is scheduled between February 9 and February 22, 2026, exclusively at the PopCorn location in Tseung Kwan O.
Pop-Up Operations Details
The new pop-up store in THE SOUTHSIDE will provide a convenient opportunity for residents and commuters in the Southern District to acquire the brand’s celebrated treats without needing to travel to the New Territories.
MilkyShop THE SOUTHSIDE Pop-Up Store Information:
- Period: January 28, 2026 – March 27, 2026
- Operating Hours: 11:00 AM to 8:00 PM daily
- Location: Kiosk G-E, G/F, THE SOUTHSIDE (located near King Wah)
While the initial PopCorn location proved the bakery’s popularity, this second pop-up provides crucial data on logistical efficiency, customer flow, and product distribution ahead of any potential future permanent establishment in the region. Food industry analysts suggest that the two-month presence in Wong Chuk Hang will effectively measure market saturation and sustained consumer interest, key indicators for long-term strategic investment in the Hong Kong market. Cookie aficionados are strongly advised to visit early, especially for the limited-edition New Year boxes.