South Korean Dessert Chain Dessert 39 to Open First Southeast Asian Branch in Manila

South Korean dessert chain Dessert 39 is set to open its first branch in Southeast Asia this December at SM Mall of Asia in Pasay City. The store will be located on the second floor of the mall’s Entertainment Mall. The opening marks the brand’s official entry into the Philippine market and its first expansion within the Southeast Asian region.

Dessert 39 is being introduced locally by The Bistro Group, which continues to expand its portfolio of international restaurant and café brands. The Manila opening is part of the group’s broader effort to bring established global food concepts to Filipino consumers.

Founded in 2015 in Gyeongridan-gil, Itaewon, Dessert 39 began as a small dessert café before expanding rapidly across South Korea. Today, the brand operates more than 700 stores nationwide, offering a mix of pastries, drinks, and ready-to-eat meals designed for convenience-focused dining. The company is best known for its croissant-based desserts, roll cakes, and specialty coffee drinks.

The Mall of Asia branch will follow Dessert 39’s signature grab-and-go concept, which focuses on quick service while maintaining consistent product quality. The format is intended to suit high-traffic locations such as shopping malls, where customers may be looking for quick meals, snacks, or drinks rather than extended sit-down dining.

Pastries and Desserts

Dessert 39’s menu centers on pastries that combine European baking styles with Korean dessert sensibilities. One of its best-known items is the Croissant Choux, which combines the layered texture of a croissant with a cream-filled choux pastry interior. The dessert is designed to be light while still offering a rich flavor profile.

Another core product is the Premium Tokyo Roll Cake, a soft sponge roll filled with cream. The cake is known for its smooth texture and restrained sweetness, a characteristic often associated with Korean desserts. Other pastries are expected to be available as well, typically paired with brewed coffee or offered as standalone items for takeaway customers.

In addition to desserts, Dessert 39 also offers a selection of savory, ready-to-heat meals, including rice bowls, pastas, and sandwiches. These items are intended for customers looking for simple meal options that can be consumed quickly. The inclusion of savory food allows the brand to serve a wider range of customers beyond those seeking sweets alone.

Beverage Selection

Dessert 39’s drink menu includes both coffee-based beverages and non-coffee options. Among its most popular drinks is the Einspänner, an iced Americano topped with whipped cream and brown sugar. The drink combines strong coffee with a lightly sweetened cream layer and has become a staple offering across the brand’s Korean stores.

Another notable drink is the Brown Sugar Pong Latte, which is made with sweetened milk and topped with Jolly Pong cereal. The drink is often positioned as a filling option that can serve as a light snack or meal substitute.

The brand also offers a range of zero-calorie beverages under its “Slim” collection. These drinks are sweetened with allulose, a natural sugar substitute. Expected options for the Manila store include Zero Lemon Black Tea and Slim Real Chocolate. The Slim line is aimed at customers who want reduced-calorie alternatives without eliminating sweetness entirely.

Sustainability Initiatives – Reusable tumblers

Dessert 39 has also implemented sustainability-related practices across its operations. In 2020, the brand introduced reusable tumblers in its stores as part of efforts to reduce single-use packaging. This initiative reflects a growing focus on environmental considerations within the food and beverage industry.

While details specific to the Philippine branch have not yet been fully announced, the brand’s sustainability practices are expected to align with its existing standards in South Korea.

Dessert 39’s opening adds to the growing presence of Korean food and café brands in the Philippines. Korean cuisine and café culture have gained steady popularity among Filipino consumers over the past decade, driven in part by increased cultural exposure and demand for new dining concepts.

The official opening date will be on December 19, 2025 at the Mall of Asia. Customers can follow @dessert39ph for updates regarding the launch, store information, and announcements related to the Mall of Asia branch.

With its mix of pastries, drinks, and convenient meal options, Dessert 39 is positioning itself as a café concept designed for everyday visits rather than special occasions alone. Its performance in the Philippine market will likely determine whether further expansion in Southeast Asia follows.