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

Two customers share pastries and coffee at a table inside the Social Goods bakery, its tiled walls and handwritten signs in view.

A plated Mille-Feuille croissant with a hazelnut-topped creamy filling, styled on a green plate

A croissant served in a green woven basket.

A customer sits with a Social Goods coffee cup among green chairs and pastries in the bakery's industrial-style interior.

modern nostalgia

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

This campaign explores the idea of modern nostalgia by spotlighting local neighbourhood characters—from the flower shop and cart noodle stall to the wet market and the iconic sampans of Shau Kei Wan Harbour. These individuals and places represent the fading faces of Hong Kong’s old-world charm.

A woman sits outdoors holding a Social Goods coffee cup, with a wooden neighbourhood structure behind her.

A woman stands in a lift holding flowers, a coffee cup, and a takeaway container, capturing everyday Hong Kong life.

An elderly hand holds a paper bag from Social Goods bakery against the textures of a traditional Hong Kong street.

An elderly man and a young woman stand together outdoors near market stalls and umbrellas, as he holds a Social Goods paper bag.

An elderly man and a younger man sit together outside a shop, surrounded by potted plants and market signage — a quiet neighbourhood moment.

A woman holds a bouquet of white daisies alongside a Social Goods coffee cup, pairing the neighbourhood florist with the bakery's modern edge.

A styled tray of pastries and pink muffins alongside a bouquet of daisies and dried flowers, shot in moody dark tones.

Two women sit together on a traditional sampan with a bamboo roof in Shau Kei Wan Harbour, enjoying the afternoon.

This shoot is one of the many initiatives by Social Goods to communicate the spirit of humanity and the East-meets-West influences woven into the bakery concept.

A customer in a checkered jacket carries a takeaway food container and bakery bag from Social Goods.

A young flower shop worker sits among vibrant blooms and floral supplies in a bustling Hong Kong flower market, holding a takeaway coffee cup.