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.

Menu | Daily Specials – Order Online — Social Goods Modern Bakery

Social Goods Modern Bakery Mascot representing the October Specials

autumn bakes

Salted Caramel & Toasted Coconut Eggie

Saint-Honoré

Apple Tarte Tatin

Chestnut & Cranberry Sourdough

$22

$58

$88

$66

DRINK

Chestnut Hot Chocolate

$50 (8oz) / $55 (12oz)

BAKED GOODS

ORiGINAL EGGIE

EGG TART

CROISSANT

ALMOND CROISSANT

MILLE-FEUILLE CROISSANT

HAM & CHEESE CROISSANT

CHEESE CROISSANT PRETZEL

PAIN AU CHOCOLAT

PAIN SUISSE

CINNAMON ROLl

SAUSAGE ROLL

QUICHE MUSHROOM

CANELE

PISTACHIO TART

SESAME MOCHI TART

PEANUT BUTTER CONDENSED MILK TART

COOKIE CHOCOLATE CHIP, NUTS, SEA SALT

BASQUE CHEESECAKE

BLUEBERRY CREAM JAM DANISH

MISO CARAMEL APPLE DANISH

$18

$32

$32

$36

$60

$52

$38

$36

$46

$52

$42

$22

$56

$52

$36

$52

$45

$52

SOURDOUGH

CLASSIC SOURDOUGH

BAGUETTE TRADITION

PESTO PARMIGIANO SOURDOUGH

CHORIZO & OLIVES SOURDOUGH

pandan & coconut SOURDOUGH

WALNUT RAISINS SOURDOUGH

FIG & SEED NUTRITION LOAF

$56

$46

$66

$56

$66

$56

$68

HOuseMADE FRENCH BUTTER

miso brown butter (150g)

XO Chilli butter (150g)

Pandan Coconut butter (150g)

$68

autumn bAKES

All Day Menu

8AM–7PM Daily (Last Order 5:30PM)

Sweet

GREEK YOGURT WITH FRESH FRUITS, GRANOLA, AND CHIA SEED (V)

AÇAÍ FRUITS BOWL (V)

FIG BRIE HONEY SOURDOUGH TOAST (V)

BRIOCHE FRENCH TOAST (V)
TANGERINE, WHIPPED CREAM

$88

$148

$98

$98

savoury

EGG BENEDICT CROISSANT(V)
TOMATO CONCASSE, PICKLED RED ONION

ALL DAY BREAKFAST
EGG, BROCCOLINI, SAUSAGE, CHICKEN, SWEET POTATO, MUSHROOMS, HUMMUS, SOURDOUGH

TURKISH EGGS CHORIZO SAUSAGE
WITH SOURDOUGH
VEGETARIAN OPTION AVAILABLE

AVOCADO TOAST WITH 2 POACHED EGGS (v)

JAPANESE BEEF & EGG RICE BOWL
FRIED SHALLOTS, JAPAN RANOU EGG,
BABY SPINACh

$138

$158

$128

$118

$168

Sandwich

ALL SERVED WITH GREEN SALAD OR QUINOA SALAd

Hot Honey Egg & Cheese Bagel
Bacon or Salmon

US BEEF PASTRAMI SOURDOUGH

SOURDOUGH CROQUE MADAME

$118

$178

$158

green

ALL SERVED WITH FRESH SOURDOUGH

SALMON AVOCADO SALAD WITH
FETA CHEESE

MEDITERRANEAN CHICKPEA & QUINOA
SALAD WITH HOT HONEY HALLOUMI (V)

$148

$128

BUILD YOUR OWN PLATE

Or add on extra sides
CHOOSE ONE SAUCE:
CHIMICHURRI / MUSHROOMS / YUZU PONZU

protein

SOUS VIDE CHICKEN BREAST (120G)

SMOKED SALMON (80G)

GRASS-FED ANGUS STRIPLOIN (100G)

STEAMED TOFU WITH SESAME SAUCE (V)

$50

$60

$80

$40

carbs

SOURDOUGH (100G)

SWEET POTATO (150G)

WHITE RICE (150G)

QUINOA (150G)

$30

$40

veg

CHARRED BROCCOLINI

MIX MUSHROOM

BABY SPINACH

AVOCADO
SLICED / MASHED

$30

$40

$30

extras

$60

$40

$60

$40

$40

GRILLED HALLOUMI CHEESE

HUMMUS

FETA CHEESE

RICOTTA CHEESE

2 EGGS
POACHED / SCRAMBLED / SUNNY SIDE / OVER EASY

drinks

Or add on extra sidesSoy, Oat & Almond Milk — No Extra Charge

coffee

8OZ HOT / 12OZ HOT / 12OZ ICED

$30 (SINGLE) / $35 (double)

$40 / $45 / $50

- / - / $50

$45 / $50 / -

$45 / $50 / $55

$50 / $55 / $60

$45 (6 oz)

- / - / $50

$55 (16 OZ)

Espresso

AMERICANO

AEROCANO

CAPPUCCINO

FLAT WHITE

LATTE

MOCHA

DIRTY

ESPRESSO TONIC

PANDAN-COCONUT LATTE

cloud

MATCHA CLOUD
MATCHA CREAM, COCONUT WATER

PISTACHIO CLOUD
PISTACHIO CREAM, COCONUT WATER (CAFFEINE-FREE)

AMERICANO CLOUD
MASCARPONE, ORANGE

12OZ ICED
$60
j k

$60

sg signatures

MATCHA LATTE BY MATCHALI

70% DARK CHOCOLATE

KOMBUCHA ON TAP BY LECTCHA
Fermented with rye sourdough
orginal / ROSEMARY

8OZ HOT / 12OZ HOT / 12OZ ICED

$50 / $60 / $65

$50 / $55 / $60

$50

soft drinks

TEA (POT)
ENGLISH BREAKFAST /
EARL GREY / CHAMOMILE

COKE / COKE ZERO

STILL / SPARKLING WATER
330ml

SOY MILK, BANANA AND
MIXED BERRIES SMOOTHIE
+$20 FOR CHOCOLATE WHEY PROTEIN ISOLATE

$50

$35

$68