Muji Hong Kong has officially entered the city’s competitive dessert market with a bold new flavor. On April 3, the Japanese lifestyle brand announced the immediate release of a highly anticipated D24 Durian Ice Cream, available exclusively at 11 designated branches across the territory. Priced at HK$20 per serving, the new frozen treat aims to satisfy the city’s insatiable appetite for the “King of Fruits.”
A Flavor Revealed Through Social Media Clues
The launch follows a strategic teaser campaign orchestrated by Muji on its official social media channels. Prior to the announcement, the brand utilized Instagram Stories to engage its follower base, posting an image of an ice cream freezer alongside a poll asking users to guess the upcoming flavor.
The options provided included mango, milk tea, and “other.” While the poll invited speculation, observant fans quickly deduced the answer by analyzing the Japanese text embedded in the image, which pointed toward durian. The official confirmation on April 3 validated the sharp eyes of the brand’s community, creating an immediate buzz among local foodies.
The D24 Difference: Quality and Taste
The star of the new product is the inclusion of Malaysian D24 durian paste, a cultivar renowned among enthusiasts for its rich, creamy texture and intense fragrance. Unlike generic durian flavors that rely heavily on artificial additives, the D24 variety offers a balanced profile that is notably sweet and deeply aromatic.
Muji describes the texture of the ice cream as smooth and silky, designed to deliver a potent burst of flavor that lingers on the palate. At a price point of HK$20, the product positions itself as an affordable luxury, bridging the gap between mass-market ice cream and premium dessert offerings. It is currently available for immediate purchase and consumption, making it a convenient option for shoppers seeking a quick, refreshing treat.
Store Locations and Availability
Due to the specific storage requirements for premium ice cream, the product is not available at every Muji outlet. The durian flavor is strictly limited to branches equipped with appropriate freezer facilities. For residents and tourists eager to try the new item, the following 11 locations have been confirmed:
- Hong Kong Island: Causeway Bay (Windsor House), Admiralty (Pacific Place), Taikoo (Cityplaza).
- Kowloon: Kowloon Tong (Festival Walk), Kowloon Bay (Telford Plaza), Tsim Sha Tsui (Miramar Place), Diamond Hill (Plaza Hollywood).
- New Territories: Kwai Fong (Metroplaza), Shatin (New Town Plaza), Tuen Mun (Tuen Mun Town Plaza), Tseung Kwan O (Metro City).
Beyond the Scoop: Muji’s Expanding Food Landscape
This launch highlights Muji’s continued evolution from a retailer of minimalist home goods to a notable player in the food and beverage sector. The introduction of a niche flavor like durian demonstrates a localized marketing strategy that caters specifically to Hong Kong tastes.
For those visiting the designated stores, the durian ice cream joins a popular lineup of baked goods. Recent social media discussions have also praised the brand’s bakery section, particularly the Earl Grey Cream Cheese Bun and the Uji Matcha Mochi Red Bean Bun, both of which offer high value for money. However, the durian ice cream stands out as a limited-time novelty that is expected to draw queues in the coming weeks.
Durian enthusiasts are advised to visit the specified locations early to avoid potential stock shortages, as high demand is anticipated following the social media announcement.