Japanese soft serve brand Emma lands in Singapore with boba soft serve and ‘gravity-defying’ cones

Bubble tea has entered the ice cream realm (sort of), as Japanese soft serve brand Emma arrives in Singapore. The tiny Plaza Singapura stall is its first outlet beyond its home country, where it has opened seven branches since it debuted in May last year.

Said to be named after the small wooden plaques at Japanese shrines used for the writing of well wishes, Emma claims to use quality Japanese ingredients, such as milk, Okinawa brown sugar, kuromitsu (brown sugar syrup), and kinako (roasted soybean) powder.

The basement stall at Plaza Singapura. Photo: Emma

Its most popular item is undoubtedly the Boba Taco Softie, whose acronym could be read as a cheeky nod to the K-pop band on everyone’s lips now. For $6.80, you get the Singapore-exclusive charcoal cheese soft serve, a scoop of brown sugar pearls, and a sprinkle of peanuts on a wafer taco shell. Best shared with a fellow sweet tooth, the dessert is a rich and creamy confection, with just the right amount of sweetness from the tapioca spheres.

The boba taco softie. Photo: Emma

Then there are the gravity-defying cones ($5.30) you’ve probably seen all over social media. The swirl of milky soft serve in Japan-imported black charcoal cones is paired with dips like strawberry, chocolate, caramel, and matcha for an IG-worthy look that tastes just as good. This could be the one time you can actually play with your food and get away with it, though we’d suggest you snap your pics quick for the ‘gram and start eating the ice cream before our heat and humidity get to it.

Soft serve cones. Photo: Emma

If you’d rather have a melty mess in a cup, the soft serve comes layered with brown sugar pearls ($5.80) and a sprinkle of powders or sauces such as kinako, matcha, and caramel. Last but not least, the charcoal cheese in a charcoal cone ($5.50) will match your all-black outfit (and perhaps your stone cold heart), though it’s got a pleasant, sweet and savory balance that contrasts its appearance.

Soft serve cups. Photo: Emma

Oh, and hilariously, now’s a great time to be named “Emma,” because you can show your ID or name card to the service staff at the counter and get one item for half the price this month.


Emma is at #B2-45 Plaza Singapura, 68 Orchard Rd.

9019-5007. Daily 11am-9:30pm.
MRT: Plaza Singapura

This article, Japanese soft serve brand Emma lands in Singapore with boba soft serve and ‘gravity-defying’ cones, originally appeared on Coconuts, Asia's leading alternative media company. Want more Coconuts? Sign up for our newsletters!