With a wave of new frozen yogurt places opening up in the city, this surge isn’t exclusive to Hong Kong, it’s a global shift with fro-yo companies not just selling food, but rather, a lifestyle. As new frozen yogurt businesses revolve their branding around craft and quality, what does this mean for the original shops that first introduced fro-yo? 

The concept of this ice-cream like, tart, and creamy sweet treat originated in 1980’s America to compliment the rising popularity of when diet culture was fixated on demonising sugar. Fro-yo was marketed as a low-sugar alternative to ice-cream; a “permissible indulgence”. Several entrepreneurs saw opportunity, and took advantage. They developed it further by providing a self-serve, customised experience. With celebrities like Paris Hilton and Lindsay Lohan seen enjoying the sweet treat, fro-yo revolutionized the creamery industry as it opened up a wider target audience from little kids to fitness enthusiasts. 

In 2002, Americans’ sensation was introduced to Hong Kong by Best Berry. The store received positive response from locals as its customisability and subtle flavours were suited to the Asian taste palette. Following the business’ closure, several others arose including a long-standing favourite of the city: Yo Mama. Fro-yo quietly blended into the Hong Kong food scene as a casual spot for a quick, creamy indulgence. However, with the emergence of new businesses offering specialty fro-yo with completely different marketing and objectives, what does this redesigning of frozen yogurt look like?

Several writers have commented on the “throng of sidewalk standers doing what they are doing to buy plain old frozen yogurt” in New York City. This fascination with the treat has also been amongst Hong Kongers upon the welcoming of Madrid’s Myka, with many waiting for over an hour in the humid, busy streets of Central. Many of Hong Kong’s new frozen yogurt locations have branded their business on artisanal quality and sophistication. Whereas, the fruity flavours and vibrant toppings of original fro-yo branches are becoming decreasingly favoured. Yo Mama, which once was distributed across 8 branches in Hong Kong, currently only operates in 3 locations. 

At the end of the day, they might all just be frozen yogurt, served alongside the same selection of toppings, but the business objectives and its promotion are the distinguishing factor. Fro-yo have always been marketed as a healthier choice, modelling a lifestyle of ‘balance’ and wellness. The concept gained popularity as a lower calorie, low-fat, and reduced sugar option. Contrastingly, fro-yo businesses now establish themselves as high protein, rich in probiotics, and improved gut health. As journalist Rachel Kurzis points out, previously, it was about what fro-yo didn’t have, but now it's about what it does have. Our behaviour and desired lifestyle goals as consumers have transformed the way in which frozen yogurt is presented to us, but essentially, the underlying motive remains the same for the business itself. Signifying how market responses drive innovation and adaptation, crucial for a business’ survival and growth. 

Whether it's New York or Hong Kong, frozen yogurt is yet just another food item that demonstrates the influence of time and virality on consumer choices, and hence its success. So the next time you are waiting in an hour-long-line for fro-yo, think about the marketing you have been assimilated by; see if it's actually beyond the hype!

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