Say Hey Bakery’s innovative “flattened croissant” takes Lai Chi Kok by storm, selling out daily


17th April 2024 – (Hong Kong) Say Hey Bakery, located at B6-8, Por Mee Factory Building, Castle Peak Road, Cheung Sha Wan (B1 Exit, MTR Lai Chi Kok Station) has been at the forefront of Hong Kong’s bakery trend with its wide range of pastries. Following the success of their signature croissant roll, inspired by the popular flattened croissant trend from South Korea, Say Hey Bakery has quickly launched its own version of the “Flattened Croissant.” These uniquely shaped pastries, resembling a flattened croissant, come in various flavours and have gained immense popularity, with sold-out batches within just two hours of their release.

Known as one of Hong Kong’s most popular local bakeries, Say Hey Bakery has gained recognition for its commitment to promoting Hong Kong-style pastries while continuously innovating its offerings. It all began with their first creation, the “I Want Real Lava” mini custard mooncakes, which sparked a frenzy in the market. They went on to introduce several flavours, including peanut butter and Earl Grey tea, igniting a trend that has lasted for years. Say Hey Bakery’s owner, Mr. Wong Chi-hong, who admits he never enjoyed studying, is passionate about both preserving Hong Kong’s baking traditions and exploring new creations. His teenage years involved taking a short-lived electrical engineering course, which he quickly realized was not his calling. “I felt like it wasn’t my world, and I didn’t fit in. I thought about what I wanted and decided to learn a craft that could earn me a living. Finally, I tried my hand at baking,” said Mr. Wong.

Having worked in around twenty different bakeries, including City Super and MUJI, Mr. Wong explains his preference for running a Hong Kong-style bakery over larger corporations. “In big companies, you have to dress up in an exaggerated way, with masks, coats, and hats while baking. But when I first started, baking wasn’t like that. Baking should be a casual and relaxed process.”

In 2015, Mr. Wong officially opened the first Say Hey Bakery in Sham Shui Po, followed by another branch in the Lai Chi Kok and Cheung Sha Wan area in 2016. He shares his strategy for expansion, “Sometimes, when a master baker retires, they would look for someone interested in taking over their shop. Opening a new bakery costs over a million, but taking over an established shop only requires around two to three hundred thousand, and you also inherit much of the equipment, saving more than half the cost.”