Social Goods: Central Hong Kong’s Coolest New Bakery & Brunch Spot

Newly opened in the heart of Central, Social Goods is tucked near the top of the iconic Pottinger Street, where it meets Wellington Street, with access from Pottinger. Already creating a buzz, it’s not just the hype drawing attention; the food is set to be the talk of the town. Behind the magic is Chris Lafayet, a pastry prodigy with impressive credentials (and the son of the legendary Paul Lafayet), who also happens to be an avid gym-goer, something reflected in the menu.

Experience a space where every detail is thoughtfully curated. From the music to the interiors, Social Goods is effortlessly stylish and undeniably cool, but don’t expect to settle in with your laptop; this is a no-laptops-allowed zone, encouraging guests to truly unplug and focus on the flavors and vibe.

Food lovers will find themselves spoiled for choice. Social Goods serves up a mix of classic French pastries, like buttery, flaky croissants and rich pains au chocolat, alongside modern creations (the pandan roll is heaven!) that feel fresh and inventive. Beyond the pastries, their brunch menu caters to every appetite. Lighter eaters can enjoy ricotta toast, power bowls, smoothies, and granola, while heartier options include eggs Benedict, all-day breakfasts, or a flavorful vegetable frittata.

For the fitness-focused crowd, the menu includes serious protein-packed add-ons, perfect for building a balanced meal. Choose extras like salmon, sous-vide chicken, or grilled beef tenderloin, paired with carbs and veggies to hit your macros for the day.

No brunch spot is complete without standout drinks, and Social Goods doesn’t disappoint. Matcha lovers will swoon over their signature matcha latte, made in collaboration with the popular Matchali, while kids (and chocolate fans of all ages) will adore their decadent hot chocolate.