HK Bakery Hashtag B expands overseas with first Bangkok store

Hong Kong’s popular bakery Hashtag B has selected Thailand as the first stop in its overseas expansion, with its inaugural international outlet scheduled to open in Bangkok.

According to the brand’s official Instagram account, the new store will be located in Siam Paragon, one of Thailand’s largest shopping malls. A netizen also shared photos of the shop’s hoarding on the mall’s ground floor.

To celebrate the opening on August 29, the bakery announced that the first 100 customers will each receive a complimentary tart.

Launched in Hong Kong in 2022, Hashtag B is known for its fresh, handmade signature desserts—such as Napoleon Tarts, Double Chocolate Loaf, and pineapple buns—as well as a range of limited-edition offerings.

The brand currently operates five branches across Hong Kong, including locations in Causeway Bay, Tsim Sha Tsui, Quarry Bay, Tseung Kwan O, and Mong Kok.

Hashtag B has also become a popular destination for mainland tourists, with related topics amassing 1.3 million views on Xiaohongshu. Posts specifically featuring its egg tarts have garnered more than 133,600 views.