It is not surprising that the queue at Honey Creme, the Korean style soft serve to launch at Singapore’s 313 @ Somerset, is super-duper long.
The same happened in Taiwan and Hong Kong, the location next to a taxi stand is ‘conducive’ for queuing, and the PR agency handling its account is already known to be a powerhouse. Fans of llaollao yogurt downstairs, could find themselves upstairs pretty soon.
The Korean soft serve craze started with Softree, and Honey Creme found immediate success when it opened its first store in Taiwan in March 2014, subsequently the same popularity in Hong Kong, Macau and now Singapore. (Technically, the store shouldn’t be ‘Korean’, though some media reports may reflect otherwise.)
Things I do: decline the media tasting, and go queue on my own, just to experience what it is like to be a customer.
Time taken to get a Honey Creme on a weekday afternoon: 20-30 min. 20 outside, and another 5-10 after you order.
Number of people instagramming while queueing: Countless. My advice is to do it at the start of the queue, because you are likely to sweat. Thank goodness for the cool water dispenser inside the store.
The varieties available includes Original ($4.60), Comb Honey ($5.50), Honey Comb ($5.90), Affogato ($5.50), Organic Cotton Candy ($5.90), PopCorn ($5.90) to .. what…. Organic Mixed Grains ($6.20) – topped with flax seeds, black sesame, barley, oats and rye.
For price contrast, a comparable cup would be about NT$150 ($6.30) in Taiwan, and HK$36 ($5.90) in Hong Kong. Similarly expensive for its portion.
Honey Creme will say strike the iron when it is hot, and I say lick their soft serve when it is cold.
Undeniably the texture of Honey Creme was lovely – rich and milky, so smooth it could glide down the throat. Taste wise, the ice cream wasn’t overly sweet, including the cotton candy spun from organic sugars which also managed to stay fluffy for a while. A pleasant, if not expensive treat.
The Caramel Popcorn ($5.90) was a fun cup to savour, the crunchy bits contrasting with the creaminess, and the caramel adding a bolt of sweetness along the edges.
There will always be customers who would say “over-rated” and go back to their comfort zones at McDonalds and 7-Eleven.
Will I queue again? Actually, yes. But nothing more than 10 minutes.
Honey Cream and other Korean style soft serve sprouting out around Singapore, should stay around for a while.
Honey Creme Singapore
313 Orchard Road, 313@Somerset #01-37 Singapore 238895 (Somerset MRT, next to 313 taxi stand)
Tel: +65 6884 8468
Opening Hours: 11am – 10pm