Cover OOOO Waffle, the first overseas outpost of Korean-style waffle brand Huinyeou, soft-opens in Hong Kong this March
OOOO Waffle, the first overseas outpost of Korean-style waffle brand Huinyeou, soft-opens in Hong Kong this March
1 / 1
The cult favourite known for cream-stuffed waffles and playful flavours lands in Central this March
There is something about a waffle that disarms people. It is structurally optimistic: a grid designed for catching joy, be it syrup, cream or, in this case, a rather lavish swirl of fillings. So it feels fitting that OOOO Waffle, the first overseas branch of Taipei’s Huinyeou Waffle, has chosen Hong Kong, a city that understands queues, trends and the emotional logic of dessert, for its international debut.
Soft-opening on March 3 on Gough Street in Central, the brand arrives with more than a playful white fox logo and a catalogue of highly photogenic sweets; it arrives with a clear founding narrative. Founded in Taipei in 2022 by Roro Yen and Blue Lan, Huinyeou grew out of a deeply personal moment, when waffles made for family during an emotional farewell unexpectedly lifted the atmosphere of the room. That realisation, that a carefully made dessert can shift mood as much as satisfy appetite, has since shaped the brand’s identity as a comfort-led waffle concept rather than a purely trend-driven dessert shop.
And the waffles themselves are not incidental. They follow the Korean-style template: thick, softly elastic interiors with lightly crisp shells, built to hold generous fillings without collapsing. The batter incorporates coconut milk powder, giving the waffle a lightly fragrant shell and a texture that leans more towards tender bread than airy sponge.
See also: A guide to pancakes in Asia, from jianbing and pajeon to bánh xèo and hotteok
Above Kyoto’s Forbidden Kiss (Photo: OOOO Waffle)
Above Privateer’s Bounty (Photo: OOOO Waffle)
Kyoto’s Forbidden Kiss (Photo: OOOO Waffle)
1 / 2
Hong Kong’s menu begins with the Taiwanese best-sellers that propelled the brand’s cult status. Chocolate Overload layers dark chocolate cream and crunch; Pistachio Courtier balances nutty richness with strawberry brightness; and Seoul’s Crispy Pork Belly reminds you that waffles, in the right hands, are as capable of handling savoury as they are sweetness.
Where the Hong Kong branch becomes particularly interesting is in its exclusives. The mochi waffle is folded directly into the batter, while the Night Market Fried Chicken Basil creation reads like a love letter to Taiwanese street snacking.
You may also like: 12 must-try delectable custards in Asia
Above Seoul’s Crispy Belly (Photo: OOOO Waffle)
Above Strawberry Icy Sando (Photo: OOOO Waffle)
Seoul’s Crispy Belly (Photo: OOOO Waffle)
1 / 2
In Taipei, Huinyeou has reportedly sold up to 1,500 waffles in a single day and launched over a hundred flavours since opening, the kind of productivity that suggests not just popularity but an agile understanding of how modern dessert culture operates: fast, seasonal and endlessly remixable.
The design language of the Central shop mirrors this sensibility. Vintage warmth meets modern minimalism, anchored by the symbolic white fox, a motif representing purity and good fortune, leaping across circular forms that echo the shape of a waffle itself.
Soft opening commences on Tuesday, March 3, with a limited selection of waffles while stocks last.
Above Chocolate Strawberry Sonata (Photo: OOOO Waffle)
Chocolate Strawberry Sonata (Photo: OOOO Waffle)
1 / 1
OOOO Waffle
Address: G/F, 45 Gough Street, Central, Hong Kong
A storyteller by day and a first-class food devourer by night, Fontaine is the Regional Dining Editor at Tatler Asia, overseeing dining content across all regions and shaping the brand’s editorial voice on food, chefs and culinary culture.
She is also Content Lead for Tatler Best and Co-jury Head for Tatler Best Hong Kong and Macau, guiding the awards’ editorial direction and evaluation process. With over a decade in the lifestyle and media industry spanning London and Hong Kong, she brings a cross-regional perspective to the table.
Follow her on Instagram at @fontimes.
