Anyone with a social media account and an internet connection is likely familiar with Steve and Sunny Hong. With their three Asiatown restaurants, Bing Su, Dookki, and the now-closed Captain Bbang, the Hongs have brought the hottest food trends to Houston, including tanghulu, Chinese sugar-coated fruit skewers, and dalgona, the Korean street candy made famous through the Netflix hit Squid Game. Now, the Hongs have added another internet-famous treat to their lineup: the TikTok-famous cube-shaped croissant, “Kream bombs,” courtesy of their newest concept, Le Kream.

The new café, situated in the bustling Bellaire Food Street plaza, specializes in flaky, cube-shaped croissants piped with a variety of flavored creams, ranging from yuzu to matcha. The Hongs first learned about the California-born Le Kream shop and its viral treats through a business partner. Leaning into the cream pastry trend, the Hongs began experimenting with homemade cream-stuffed doughnuts at Bing Su. They were a major hit, attracting the attention of several influencers, so when the sales for hotteok, Korean street pancakes, at Captain Bbang began to wane, the pair went all in on revamping the space to open Houston’s first Le Kream.

“We thought it was gonna be a big hit because there’s nothing like it,” Steve says.

This new dessert blends two French classics—cream puffs and croissants—layered with Asian flavors, such as bright purple ube or pastel green pistachio cream, for maximum visual and viral appeal. Suddenly, you’ve got yourself a stellar Instagram post that blends East and West. 

French-Asian and French-Korean recipes have amassed a major online fan base and a prominent presence throughout Korea’s bakery-café scene. Look to social media to find Korean food influencer Goh Ah-ra creating the famous “2D” croissant. Smooshed flat and toasted, the flat croissants are a crunchy, buttery DIY delight known in Korean as keuloonggi, a portmanteau of the Korean word for “croissant” and “nurungji,” referencing crunchy, scorched rice. Other popular globetrotting trends include hits like the croffle (a combination of croissant and waffle) and the crookie (a croissant cookie), but Kream bombs add something different.

Flavors like Earl Grey lean subtly bitter, while the yuzu option bursts with citrusy brightness. Tear into the thick, flaky crust to reveal a fluffy, custard-filled center. Diners at Le Kream can also pair croissants with any of the shop’s signature coffees and drinks that are also trendy in South Korea. Highlights include the Guava Sunset—a fizzy, fruity soda made with guava syrup and star-shaped jellies—and a Korean twist on the Austrian Einspänner, a popular style of coffee from Vienna that’s topped with sweet whipped cream and infused with Asian diasporic flavors like black sesame, ube, and matcha.

Bringing the coolest, trendiest dishes to Houston has always been a part of the Hongs’ playbook. The couple’s first foray into Asiatown was with Bing Su, a shaved ice and Korean corn dog café located in Sterling Plaza, just a block away from Le Kream. Next came Dookki, the popular Korean all-you-can-eat tteokbokki buffet restaurant, which the Hongs brought to the US for the first time, mere steps away from Bing Su. They also launched Captain Bbang, though it closed in March to make way for Le Kream, which has already been taking off, the Hongs say. 

On its opening day, the croissants sold out within a matter of hours. The next day, the Hongs restricted the number of pastries to two Kream bombs per diner. 

“We sold out for the past four days,” Steve says. “Close to 500!”

Customers Tracy Truong, Natalie Phung, and Nathan Phung say they specifically made a weekday trip to Le Kream after seeing the treats online. The trio regularly finds new restaurants and cafés through social media. Truong and the Phungs originally planned to visit during opening weekend, but a sold-out message kept them at bay. “We saw it on TikTok and Instagram reels,” Truong says, snapping pictures of the croissants. “The aesthetic,” the Phungs chimed in, “it looks so good!”

Just as the Truong and the Phungs say, Le Kream is blowing up on social media. Local influencer account @eatingwithcatherine showed off her Le Kream croissant haul on opening day to her 138,000 followers. Another account, @discover.vi, received more than 6,000 likes and over 1,000 comments on her review on July 8.

The kids are right, Steve admits. The new cafés has only been advertised via social media, and lines have been gangbusters ever since. As for why Le Kream’s offerings are so social media–friendly, the Hongs are stumped. They shrug their shoulders, crediting the rise of Korean pop culture and an ongoing interest in Korean food. “In Korea, a lot of people are selling this croissant with the cream,” Sunny explained. “It’s trendy.” It’s all part of the appeal, even if the products themselves aren’t uniquely Korean. Trendy, photogenic, and addictively sweet —it’s no wonder the line’s still out the door.