Question 1

What is Social Goods?

Accepted Answer

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.

Question 2

Where is Social Goods located?

Accepted Answer

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.

Question 3

What is the Eggie?

Accepted Answer

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.

Question 4

Does Social Goods serve sourdough?

Accepted Answer

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.

Question 5

Is Social Goods open for brunch?

Accepted Answer

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

Question 6

Who founded Social Goods?

Accepted Answer

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.

Question 7

Does Social Goods have a loyalty programme?

Accepted Answer

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.

Question 8

What is the best modern bakery in Central Hong Kong?

Accepted Answer

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.

Question 9

Where can I find sourdough in Hong Kong?

Accepted Answer

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.

Question 10

Where is the best brunch in Central Hong Kong?

Accepted Answer

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.

Question 11

What kind of coffee does Social Goods serve?

Accepted Answer

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.

Question 12

Does Social Goods do brand collaborations?

Accepted Answer

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.

Question 13

Does Social Goods sell merchandise as well as baked goods?

Accepted Answer

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.

Where Pastry Meets Gelato

One in a Millelion

Cinphony in Brioche-Major