Mobile Softee
| Company type | Private |
|---|---|
| Industry | Food service, Ice cream |
| Founded | 1970 |
| Founder | Ho King-yuen |
| Headquarters | Fo Tan , Hong Kong |
Area served | Hong Kong, Shanghai (since 1994) |
| Products | Soft serve ice cream, Nutty drumsticks, Lotus cups, Jumbo Orange sherbet |
| Owner | Ng Enterprises Ltd. |
Number of employees | 14 vans (fleet size) |
|
|
Mobile Softee () is an ice cream truck business based in Hong Kong. The enterprise is owned by Ng Enterprises Ltd.
History
Inspired by London's Mister Softee trucks, Ho King-yuen established Mobile Softee. After returning to Hong Kong, he collaborated with two friends to start the venture. The initial vehicle, brought in from England, commenced service in 1970 shortly before the Chinese New Year. Ownership was eventually transferred to Ng Enterprises when Ho emigrated to Perth, Australia, where he resided until his passing in January 2025 at the age of 98.
Soft serve cones were originally priced at $0.05, positioning the brand as an economical indulgence. The iconic red, white, and blue vans expanded their reach to Shanghai by 1994, growing to a fleet of 18 trucks by 2005.
Following the loss of rights to the Mister Softee name, the Hong Kong branch rebranded as Mobile Softee in 2010.
Organization
The company’s main office is situated in Fo Tan.
Vans
Because new hawking licenses have been prohibited since 1978 and existing licenses cannot be transferred, Mobile Softee operates a fleet of older trucks. Currently, there are 14 vans serving areas across Hong Kong Island, Kowloon, and the New Territories.
Each vehicle displays the brand’s characteristic blue, red, and white color scheme and is outfitted with a soft serve machine, a washbasin, and two refrigerators as required by regulations. To attract patrons, the trucks play The Blue Danube melody.
Mobile Softee maintains four staple products that have remained consistent since the company’s inception:
- Soft serve ice cream (mainly vanilla; strawberry flavor is available seasonally around Chinese New Year)
- Nutty drumsticks
- Large "lotus cups" (蓮花杯)
- Jumbo Orange sherbet (珍寶橙冰)
On weekdays, vans are typically positioned near schools and train stations; during weekends and holidays, they frequent popular tourist spots such as Tsim Sha Tsui, Mong Kok, Central, and Temple Street. High-traffic locations include Golden Bauhinia Square in Wan Chai, Star Ferry Pier in Tsim Sha Tsui, and outside IKEA near Sha Tin Train Station.