One of the latest soft-serve ice cream brands to hit Singapore, Emma, boasts premium Japanese ingredients and a “gravity-defying” party trick (more on that later). The shop is named after Japanese wooden plaques at shrines known as ‘ema’, where worshippers would write prayers or wishes on, Emma also aspires to be the soft-serve destination “where everyone’s wishes come true”. Hur hur.

The Japanese dessert store from Ashikaga in Tochigi prefecture, which already has seven outlets in Japan just a year and a half after its launch, recently set up its first-ever branch outside of Japan at Plaza Singapura, with one more at 100AM Mall opening later this month. The franchise is brought here by the founding partners from Japan and Foodtech F&B Ventures Pte Ltd, the latter also behind Ah Mah Homemade Cake and ramen joint Menya Kokoro in Singapore.

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