Sweet deal as Mamasons Dirty Ice signs at Chinatown

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New London store

Shaftesbury has today announced that Filipino ice cream parlour, Mamasons Dirty Ice Cream, has signed for a new site in Chinatown London, one of the West End’s most iconic destinations. In addition, Taiwanese fruit tea brand, YiFang, has opened its debut permanent site in Chinatown London.

Located at 32 Newport Court, the unit covers 315sq ft and will have space for approximately 20 covers. The new Chinatown London site is due to open in August. Designed by an in-house team, the interior of the new parlour will contrast between tropical prints and industrial elements, featuring neon lights, marble table tops, pink velour seating, climbing plants and a traditional Filipino chandelier made from mother of pearl. The store will also feature artwork dedicated to showcasing revolving art from Filipino communities.

The menu will include a range of ice cream flavours with an Eastern influence such as black coconut, and ube (a purple coloured yam from the Philippines), as well as Mamasons’ signature dessert, the ‘Bilog’, which is a traditional milk bun filled with ice cream, toasted in a bespoke hot press and dusted with icing sugar. Everything on offer will be made fresh onsite every day using authentic ingredients sourced from specialist suppliers.

In addition, YiFang has recently opened a 100sq ft kiosk at 104 Shaftesbury Avenue, the brand’s first permanent location in the UK. Serving up recipes inspired by the founder’s great grandmother, the brand offers 20 varieties of traditional and contemporary Asian tea, including their three signature teas: Fruit Tea, Fresh Milk Tea with Pearl, and the popular Brown Sugar Milk with Pearl known as the ‘YiFang Mud Flip’.

Commenting on the news, Julia Wilkinson, head of group restaurant strategy at Shaftesbury, said: “We are delighted to announce that Mamasons Dirty Ice Cream has chosen to join the world class line-up of East Asian restaurants at Chinatown London in the heart of the West End. Their fusion of traditional Filipino recipes and flavours with modern tastes perfectly reflects our strategy to curate Chinatown London as a destination that embraces East Asia traditions alongside modern culture. In addition, YiFang’s decision to choose Chinatown London for their first permanent store is testament to the destinations reputation as the leading location for authentic Chinese and East Asian food and experiences in London.”

Omar Shah, co-founder of Mamasons said: “Filipino cuisine is synonymous with a tradition of creating and serving food with great love, and as a London born Filipino, I wanted to bring this experience to the capital. What we offer is about more than just ice cream, it’s about creating a cultural experience and sharing this with our new customers in Chinatown London. This world famous destination is the perfect location for us and we are very excited to open next month.”

Pokai Wang of YiFang, added: “We are excited to have opened our first permanent location in the UK. Chinatown London offers the very best of Chinese food and drink in London, which made it the obvious choice for the beginning of our brand’s expansion. While we are extremely well known in Taiwan we hope to introduce the Taiwanese tradition of drinking tea and the culture of our country to the UK. We take great pride in serving the very best product to our customers and look forward to adding to London’s existing market of diverse experiences from around the globe.”

This news complements the recent news that macaron ice cream sandwich brand, Yolkin, opened its first permanent shop on 24 Rupert Street, following successful street food stalls on Rupert Street and pop-ups in Soho and Covent Garden. The 450sq ft store offers the brand’s signature ice cream macarons that are inspired by South East Asian flavours with a Western twist.