Instagram Post 11/20/2019

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If you’re a habitué of soft serve emporiums, you’ve probably heard about Milkcow, the burgeoning Asian ice cream chain that launched in South Korea a few years ago. Its target is the youth market – which you’ll immediately appreciate from watching the “making-of-the-ad” video on their website,, or checking out their menu firsthand at 69a Bayard St in Manhattan’s Chinatown.

They have two flavors, ube and, um, the white one. No, not vanilla. It’s milk flavor. Organic milk to be precise. But Milkcow is all about their over-the-top toppings in 16 combinations: macarons, Oreo crumbles, jelly beans, caramel popcorn, chocolate rocks, assorted syrups including brown sugar boba, or the Instaworthy signature cloud of cotton candy or hunk of honey cube.

In my opinion, you should opt for one of two strategies for your visit to Milkcow: taste appeal or eye appeal. My advice for the former goes like this: Savor a sample of milk flavor. Notice that it’s very dairy with nary a hint of ’nilla and rather subtle. Then repeat with ube. My sample today had bits of, well, something, in it – actual ube perhaps? – that didn’t bother me, just surprised me. Both flavors were quite good. Then enjoy the unadorned version (they call it the Milky Way) of your choice.

The surrender-to-excess approach is as follows: Make sure your camera lens is clean. Check out the menu. Choose whichever option you think will fetch you the most Instagram likes. Take the perfect picture from the perfect angle with the perfect background. (Unlike this one.)

Notice I didn’t say anything about consuming it. Here’s the rub: the delicate nature of the milk flavor is immediately overwhelmed by the addition of anything, including even the drizzle of chocolate sauce you see in this photo – the mistake I made and am here to caution you about.

Therefore, my counsel: Choose your path, cleave to it, and you will succeed in your mission. Don’t be cowed by compromise.