Say what you want about the fusion menus of Korea where so many cuisines are being stretched and pulled to suit the local tastes of Koreans. They certainly get their desserts right. In this case, Sulbing has opted to take injeolmi, the concept of patbingsu (replacing shaved ice with shaved frozen milk) and throw it all together with fruit and hunks of cheesecake. The result? Hype reaching a fever pitch that has prompted 400 franchises of Sulbing to open up across Korea within 15 months and an emboldened CEO with plans to expand globally.
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