From September 3, 2026, to January 2, 2027, Seoul-based dessert sensation Milkyshop will operate a limited-run pop-up at New Bahru’s Factory Block, offering four signature Butter Sand flavours to Singaporeans. The brand, which sells out its 250-box daily allocation in Hong Kong, will release only 200 boxes per day here—meaning early birds (and weekday visitors) will have the best shot at snagging a box.
From Seongsu-dong to global buzz
Milkyshop first opened its doors in Seoul’s trendy Seongsu-dong neighbourhood, serving filled doughnuts and sweet pies from a space designed to resemble an American diner. The brand’s breakout moment came with its Butter Sand cookie series, a line of oblong, crunchy biscuits filled with chilled, creamy centres. The striking red-and-blue retro packaging helped the product go viral, and Milkyshop now operates 10 locations across South Korea.
Its first overseas foray—a pop-up in Hong Kong—was a resounding success, with daily allocations of 250 boxes selling out consistently. Now Singapore gets its turn, and the stakes are equally high: only 200 boxes will be available each day during the five-month run.
What’s inside the box?
Milkyshop’s Butter Sand should not be confused with Japan’s Press Butter Sand. The Korean version is thinner and longer, with a crunchier, toastier biscuit that carries a pronounced caramelised note. The filling is served chilled, giving it an almost ice cream–like texture. For the Singapore pop-up, four flavours will be available from day one:
- Crème brûlée – The standout. A caramelised sugar coating on the biscuit provides a crisp shell that contrasts with the smooth, creamy interior, mimicking the classic French dessert.
- Milk caramel – The most traditional option, featuring Milkyshop’s proprietary milk caramel for a rich, buttery sweetness.
- Peanut butter – A no-brainer for fans of Reese’s Peanut Butter Cups: dense peanut butter paired with a butter filling for a salty-sweet punch.
- Matcha – Made with premium Uji matcha from Japan, offering a subtle, slightly bitter finish that balances the sweetness.
Pricing is set at $34 for eight pieces for the crème brûlée, milk caramel, and peanut butter varieties, and $34 for seven pieces for the matcha (due to its higher ingredient cost).
How to get your hands on a box
Given the limited daily supply—and the brand’s track record of selling out—timing is everything. The pop-up is located on Level 1 of New Bahru’s Factory Block, open daily from 11am to 9pm. The best strategy? Visit on a weekday morning to avoid the heaviest crowds. If you’re only buying one flavour, the crème brûlée is the consensus favourite.
What this means for New Bahru – and Singapore’s dessert scene
New Bahru, the lifestyle enclave that opened in 2025, has been steadily attracting a mix of F&B tenants, from 1-Atipico to Parlour Gelato. The arrival of a viral Korean brand like Milkyshop underscores the precinct’s growing reputation as a destination for curated, Instagram-worthy food experiences. For Singaporeans, it’s another chance to taste a hyped brand without a flight to Seoul—provided they’re willing to queue.
Milkyshop pop-up runs from September 3, 2026, to January 2, 2027, at New Bahru Factory Block, Level 1 Atrium, 11am–9pm daily.