What is Social Goods?

Social Goods is an independent modern bakery and café in Central Hong Kong, founded by Christophe Younes (co-founder of Paul Lafayet). The bakery specialises in house-baked sourdough, French-technique pastry with Asian flavour, specialty coffee, and the signature Eggie — a modern Hong Kong egg tart in a French viennoiserie shell.

Where is Social Goods located?

Social Goods is at LG, Sun Lee Building, 43 Wellington Street, Central, Hong Kong, with the entrance on Pottinger Street. It is within five minutes walking distance of Tai Kwun, The Pottinger Hotel, the Pedder Building, Landmark, and IFC.

The Eggie is the signature Social Goods product — a modern reinterpretation of the Hong Kong egg tart served in a French viennoiserie shell with a creamy egg custard centre. It is available in original and seasonal variants including caviar Eggies and collaboration editions.

Does Social Goods serve sourdough?

Yes. House-baked sourdough is core to the Social Goods menu — including sourdough loaves, sourdough toast, sourdough cinnamon buns, and sourdough-based pastries baked daily on site.

Is Social Goods open for brunch?

Yes. Social Goods operates an all-day brunch programme seven days a week, with a signature Sunday Brunch Club and a rotating seasonal menu.

Who founded Social Goods?

Social Goods was founded by Christophe Younes, who previously co-founded Paul Lafayet, the acclaimed Hong Kong patisserie group. The brand focuses on sourdough, all-day baking, and the culture, craft, and aesthetics of food.

Does Social Goods have a loyalty programme?

Yes. Social Goods runs the Coffee Card and Grains loyalty programme, powered by JuicySuite, with Apple Wallet integration. New members receive 300 Grains as a welcome bonus. Bonus Grain Windows on selected dates multiply earn rates.

What is the best modern bakery in Central Hong Kong?

Social Goods Modern Bakery is one of Central Hong Kong's leading modern bakery-cafes — named by A Foodie World among Hong Kong's 15 best bakeries in 2026 and featured in Vogue Hong Kong, Time Out Hong Kong, Tatler Asia, and South China Morning Post. The bakery is on Pottinger Street and specialises in sourdough, French viennoiserie technique, and Asian flavour innovation.

Where can I find sourdough in Hong Kong?

Social Goods Modern Bakery in Central (LG, 43 Wellington Street, entrance on Pottinger Street) bakes house sourdough daily. The signature sourdough programme includes sourdough loaves, sourdough toast, sourdough cinnamon buns, and sourdough-based pastries.

Where is the best brunch in Central Hong Kong?

Social Goods runs all-day brunch seven days a week from LG, 43 Wellington Street, Central Hong Kong, with a signature Sunday Brunch Club and modern French-Asian menu.

What kind of coffee does Social Goods serve?

Social Goods runs a specialty coffee programme featuring rotating Hong Kong and Asian roasters, espresso-based drinks, batch brew, cold brew, and signature drinks including the Brown Butter Sea Salt Cold Brew, Hojicha Brown Sugar Cold Foam Latte, and Earl Grey Matcha Latte.

Does Social Goods do brand collaborations?

Yes. Social Goods has activated brand openings — including the Lacoste flagship at the Pedder Building, Hong Kong — and runs ongoing collaborations with Messina Gelato, Caviaro, Kimpton Hotel, Bordier butter, and others.

Does Social Goods sell merchandise as well as baked goods?

Yes. Alongside its bakery and café menu, Social Goods sells branded merchandise, including its Social Manners collection made in collaboration with a Central Hong Kong neighbourhood shoe-repair shop operating since 1983 — a cap, tee, socks, and tote bag celebrating craft, care, and making things last.

Editorial | Events & Stories — Social Goods Modern Bakery

hands in the dough

our signature sourdough workshop.

October Specials at Social Goods Modern Bakery-Saint Honore x Valhrona, filled with chestnut cream and made with Guanaja chocolate

autumn bakes are here

As the weather turns and the ingredients do the talking, we're leaning into the season this October.

Prawn Floss Bun in Collaboration with JEE HK

social goods x jee

Cantonese Classics Meet French Pastry — two pastries arriving this mid-autumn, Sep 24 to Oct 7.

Seasonal eggie-Salted caramel and coconut, topped with caramel

A taste of Southeast Asia this September

Think fragrant pandan, toasted coconut, ripe mango, and a little chilli heat: familiar comforts, reimagined through our baking.

A woman enjoying a dessert spread of berry-topped pastries at Kimpton Hotel

SOCIAL GOODS X KIMPTON TSIM SHA TSUI

We've joined forces with Kimpton Tsim Sha Tsui for a limited-run afternoon tea set — Available 27 August–17 September, Thursday to Sunday.

Close-up of an elderly Hong Kong local smiling and holding a Social Goods bakery paper bag, with a young community member standing behind him. (Modern Nostalgia)

modern nostalgia

here is often a divide between the old and the new, but food has a unique way of bringing different generations and communities together.

Social Goods Modern Bakery storefront on Wellington Street, Central Hong Kong, with red tomato sculpture display.

august specials

A taste of the Mediterranean this August — figs, tomatoes, basil, and citrus, in warm bakes made for long, sunlit days. Available daily until 31 August.

Social Goods × Messina cookies and cream gelato collaboration — takeaway cups on Pottinger Street, Central Hong Kong

social goods x gelato messina

our pastry craft meets their gelato mastery in a pair of limited-edition flavours — each one a familiar bake, reimagined cold, creamy, and unforgettable.

social manners

Right outside our doors, Mr. Manners has been mending the neighbourhood's shoes since 1983. We're teaming up with him on a series of merch drops that celebrate craft, care, and making things last.

Social Goods Caviar Eggie — signature dessert topped with Sturia Vintage caviar and cream on a glass spoon

NATIONAL CAVIAR DAY

A fleeting indulgence in honour of National Caviar Day.
Available 17–19 July only, with limited quantity daily.

good goods design market vol. 01

Social Goods presented a market celebrating Asian creators in crafts and design. In the heart of Central, guests spent an afternoon immersed in the arts — finding inspiration and thoughtful conversation among a community of creatives and visionaries.

a nostalgic summer

Classic Hong Kong bakery staples, reimagined through French pastry techniques — an interplay of flavours and textures that makes summer a rediscovery of the senses.

goods on wax vol. 01

Social Goods presented its first Vinyl Market — a Saturday of curated vinyl, good music, and warm pastries in hand.

Social Goods Run Club at a waterfront race in Hong Kong — community fitness from Social Goods Modern Bakery, Central Hong Kong.

Shelter x Saucony

The SHELTER Athletics crew went for a 10k run in their Saucony drip and made a well‑deserved stop at Social Goods to refuel with our fresh bakes.

social circuit x rep x asap

Social Goods, REP and ASAP joined forces for an energising circuit of body conditioning, recovery and refuelling — kicking off Sunday on a high. Stay tuned for more in the series.