Michelin-starred Hakusi's signature pudding sells at double the expected volume

Hakusi, a Michelin one-star restaurant, said its signature pudding, launched Oct. 13, sold at twice the initially projected volume, drawing strong customer demand.

The Hakusi pudding is the restaurant's signature dessert, first introduced in 2018. Slow-cooked at 81 degrees Celsius, it is known for its silky texture and deep caramel flavor. The product marks the first edition of Hakusi's "Dining Souvenir" project — an initiative to bring the restaurant dining experience into everyday life — and comes in a curved white package evoking the meaning of "hakusi" (blank canvas), with four puddings per box. It is priced at 32,000 won ($24).

Hakusi had long served the pudding as the final dessert in its tasting menu before making it available as a standalone product last month. The restaurant initially planned to gauge customer response without a large-scale promotional push, but a steady stream of reservation and purchase inquiries after the official launch confirmed strong demand from customers seeking to enjoy Hakusi desserts outside the restaurant.

The company has taken note of growing inquiries from customers hoping to purchase the pudding on the same day. Currently, Hakusi matches production to pre-orders, requiring customers to reserve at least one day in advance.

Since the launch, inquiries about same-day pickup have increased, prompting Hakusi to explore an operating model that would allow same-day reservations and pickup for greater customer convenience.

With the year-end season approaching, Hakusi expects demand for desserts for gatherings and gifts to rise further. The company plans to expand its reservation and pickup options to accommodate a wider range of customer needs while preserving the advantages of its existing pre-order system.