Hong Kong sweet-tooths, take note: the cult-favourite Korean bakery from Seongsu-dong, MilkyShop, is once again turning up the heat on the city’s dessert scene. Starting May 29, 2026, the brand will debut two entirely new variations of its signature Butter Sand—Strawberry White Chocolate and Earl Grey—and in an unusual twist, Hong Kong gets to taste them before customers in South Korea do.
A Sweet Success Story Comes Full Circle
Since MilkyShop set up its first Hong Kong outposts last year, queues have become a familiar sight at its pop-up locations. The bakery’s hallmark butter sand—a delicate, crumbly cookie sandwich filled with a velvety cream centre—has already won over locals with four existing flavours: crème brûlée, caramel milk, peanut butter, and matcha. Now, the brand is betting on two sophisticated newcomers to keep momentum high.
What’s New: Tasting Notes and Availability
The Earl Grey Butter Sand (HK$165 for a 7-piece box) offers a fragrant, tea-infused cream that balances the richness of butter with a light, floral finish. “The bergamot notes cut through the sweetness beautifully,” explains a MilkyShop product representative. “It’s designed for those who want dessert without the cloy.”
Meanwhile, the Strawberry White Chocolate Butter Sand (also HK$165 per 7-piece box) layers a crisp exterior with a thin coating of smooth white chocolate, then surprises with a tangy strawberry jam centre. The sour-sweet contrast aims to appeal to fruit lovers and fans of patisserie-style confections.
Both flavours are global firsts—not even the original Seoul flagship has launched them yet. Hong Kong becomes the brand’s testing ground, underscoring the city’s role as a key market for Korean dessert chains.
Limited Supply, Strict Purchase Rules
MilkyShop is enforcing a per-person cap of four boxes (any flavour mix) and a daily limit of 250 boxes across all pop-up stores. Once sold out, customers will have to wait until the next day. These measures aim to maintain exclusivity and manage runaway demand, which has plagued earlier launches.
Where and When to Find Them
Two pop-up locations are currently operating:
- The Wai (Tai Wai) – Kiosk 29, Level 4, opposite Noc. Open daily 12:00–21:00 from March 10 to September 30, 2026.
- Telford Plaza 1 (Kowloon Bay) – Kiosk 8, Ground Floor, opposite Pandora. Open daily 12:00–21:00 from March 28 to October 14, 2026.
What This Means for the Hong Kong Food Scene
The decision to launch global-first flavours in Hong Kong reflects a broader trend: international food brands increasingly treat the city as a launchpad for Asia-Pacific innovation. For consumers, it means being first in line for products that may not hit other markets for months—if ever.
For serious collectors and dessert enthusiasts, arriving early is essential. Weekday afternoons tend to be quieter, while weekends can see hour-long waits. The daily cap of 250 boxes means that even dedicated fans may need to plan multiple visits.
Next Steps: Expand Your Sweet Horizons
If Butter Sand aren’t your thing, MilkyShop’s pop-ups also carry a rotating selection of other baked goods. Check their official Instagram page for real-time stock updates. And for those who can’t make it to a pop-up, keep an eye out for potential online ordering—though the brand has not confirmed any e-commerce plans yet.
Prices and availability are subject to change. Last updated May 2026.