The soft serve craze finally seems to be dying down. The honey chip ice cream got on TV several times, there were lawsuits over the copycat shops, all sorts of drama. Korea is a country where everyone pounces the moment something gets popular, but this time it was pretty extreme. Anyway, with the craze having cooled off there was hardly any line, and on top of that the honey chip was back, so I dropped in feeling relaxed.

Honey chip soft serve

It tastes just like before. But the crowd feels like it has shrunk to about a fifth of what it was. There are still quite a few people coming, but there is almost no line. Watching a good shop fall apart like this, running a restaurant business in Korea really does seem like a tough job.

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