HONG KONG — MUJI Hong Kong, the regional branch of the Japanese lifestyle retailer Muji (Mujirushi Ryohin), officially introduced a highly-anticipated durian-flavored ice cream on April 3, immediately making it available at selected store locations across the city. The new frozen dessert, priced at HK$20, features rich purée derived from the premium Malaysian D24 durian variety, promising an intense, sweet flavour profile and an incredibly smooth texture, delighting local fans of the ‘King of Fruits’.
The launch follows a week of strong social media engagement, where MUJI teased the new product by posting a poll on its official social channels, inviting followers to guess the upcoming flavour from options including mango, milk tea, and durian. This strategic buildup generated considerable buzz, with many savvy followers accurately predicting the highly potent tropical fruit flavour based on contextual clues, including the often-distinctive scent that accompanies durian products.
Strategic Introduction of a Localised Favourite
The introduction of the D24 Durian Ice Cream signifies MUJI’s continuing efforts to tailor its offerings to local consumer tastes, particularly within the competitive Hong Kong culinary landscape. While MUJI is renowned globally for its minimalist household goods and apparel, its food and beverage items often draw significant local attention. By choosing the D24 variety—known for its custardy texture and strong, sweet aroma, which is highly prized among Asian consumers—MUJI is directly targeting the passionate local community of durian aficionados.
The move also comes at a time when innovative, localized desserts are driving significant foot traffic to specialty retailers. Initial reports from designated retail points suggest that the ice cream is quickly becoming a popular item, benefiting from the fruit’s seasonal popularity and premium association with Malaysian sourcing.
Where to Find the Durian Delight
The new durian ice cream is available for immediate purchase at 11 specified MUJI locations throughout Hong Kong, ensuring that residents across key districts have access to the limited-release dessert. Consumers are advised to check stock levels, given the high demand for this unique flavour.
Designated MUJI Locations Featuring the Ice Cream:
- Hong Kong Island: Windsor House (Causeway Bay), Pacific Place (Admiralty), Cityplaza (Taikooshing).
- Kowloon: Festival Walk (Kowloon Tong), Telford Plaza (Kowloon Bay), Mira Place (Tsim Sha Tsui), Plaza Hollywood (Diamond Hill).
- New Territories: Metroplaza (Kwai Fong), New Town Plaza III (Sha Tin), Tuen Mun Town Plaza, Metro City (Po Lam).
Beyond Ice Cream: MUJI’s Expanding Bakery Success
This viral ice cream launch builds on MUJI Hong Kong’s recent success in its food segment, particularly its burgeoning bakery offerings. Several other MUJI-branded baked goods have recently achieved ‘cult favourite’ status among local food bloggers and consumers.
Specifically, the Earl Grey Cream Milk Bun (HK$15) has been widely hailed on local social platforms for its fluffy texture and generous slab of Earl Grey-infused cream cheese, offering a perfect balance of sweetness and savoury notes. Similarly popular is the Uji Matcha Mochi Red Bean Bun (HK$15), praised for its satisfying layer of matcha-flavored mochi and ample red bean filling, representing high value for the price point.
The consistent success of these localized, affordable food items indicates a strong market appetite for high-quality, specialty offerings from lifestyle brands. For consumers, the opportunity to combine a visit for unique desserts like the durian ice cream with other popular bakery items transforms MUJI’s retail stores into essential destinations for Hong Kong’s dynamic food culture. Analysts suggest that this trend of merging retail and experiential food consumption will likely influence future product development across the industry.