So this fanatical craze with the Pinkberry franchise has been sweeping the state of California and now quickly hitting NYC. A-List celebs have been noted to wait a good 15 minutes in line for these delectable frozen treats in its Melrose location while the recently opened store in Chelsea has been mobbed as early as 10AM! [Sidenote: I mean, really people, frozen icecream that early in the morning?] But if you’re thinking it’s just an up-scale version of Haagen Daz, think again. Not many know but “Pinkberry” is an aged-old frozen ice dessert from Korea. It’s basic ingredients are shaved ice, frozen Korean yogurt (different from the American kind) topped with sweet mung bean and fresh fruit. It’s called “Pat-Bing-Su” and it’s a summer classic. Business saavy impresario, Sherry Hwang, took this traditional Korean dessert and stepped it up 4 notches. Her clean, Philippe Starck aesthetic combined with some very clever toppings (Cap’n Crunch, Fruity Pebbles, Cocoa Puffs, etc.) has transformed a regular summer dud into the biggest trend since ice cream on a stick! Now … can someone bring Pinkberry down to Miami Beach, please? (EP) 
