TikTok Hype Draws 74-Person Lines to NYC Frozen Yogurt Shops Like Myka
Updated
Updated · The New York Times · Jun 16
TikTok Hype Draws 74-Person Lines to NYC Frozen Yogurt Shops Like Myka
2 articles · Updated · The New York Times · Jun 16
Summary
74 people were waiting outside Myka in Manhattan’s West Village on a hot Saturday, with some customers still facing a 30-minute wait for frozen yogurt.
TikTok was the clearest driver: people in line cited the app, curiosity sparked by the queue itself, and the product’s taste as the main reasons for joining.
Myka’s line reflects a broader playbook in which photogenic stores and visible crowds turn a snack run into a social-media event that feeds on itself.
The shop is part of an investment-backed chain that has expanded from one location to several dozen in three years, echoing growth strategies used by brands like Milk Bar, Crumbl and Blank Street Coffee.