What and who is Emma, you ask? Well, it’s a highly instagrammable soft-serve ice cream and specialty bubble tea store (which also sells crepes!) from Ashikaga, Japan. It only opened last May but already has five outlets in its home country. Its Singapore location, which opens on July 2 in Plaza Singapura, is the first outside of Japan. There will also be a second store at 100AM Mall, opening on July 28.