Dairy Queen to return to HK with plans for 60 outlets by 2034

US ice cream chain Dairy Queen (DQ) is set to return to the Hong Kong market, planning to open its first store in the city in the first quarter of 2026, aiming to establish 60 outlets by 2034.

This is part of its plan to expand into new markets, including Hong Kong, Macau, and Taiwan, while also increasing the number of DQ restaurants in Qatar.

The plan, managed by International Dairy Queen (IDQ) through its wholly owned subsidiary, American Dairy Queen Corporation, aims to open 187 DQ restaurants across the four markets, offering both treat-only locations and those serving hot food alongside treats.

In Hong Kong, the local subsidiary Shanghai Dairy Queen has planned to open 60 DQ restaurants and 12 in Macau before 2034. Of these, 48 will be treat-only locations, while 24 will serve both hot food and treats. Meanwhile, Taiwan-based SFB Corporation, in partnership with Shanghai Dairy Queen, has planned to open and operate 100 new DQ restaurants in Taiwan before 2034. Of these, 70 will be treat-only locations, while 30 will serve both hot food and treats.

Taiwan’s first Dairy Queen store has already opened in the iconic Taipei 101 tower. Launched on 18 November, this location serves the classic DQ soft serve, including the signature OREO cookie Blizzard treat, along with flavours tailored to delight Taiwanese consumers, such as the pistachio Blizzard with pistachio crisp, matcha red bean Blizzard, avocado milkshake, and the classic DQ cone—complete with a signature curl on top.

Qatar-based Al-Majid Jawad W.L.L will also open 15 new DQ restaurants in Qatar by 2030, of which five will be treat locations and 10 will be hot food and treat locations. This deal adds to Al-Majid Jawad W.L.L’s existing 10 DQ restaurants in the country. Additional DQ restaurants in these markets will begin opening in 2026.

Nicolas Boudet, COO international at International Dairy Queen, said: “Entering new markets and growing existing markets is a key component of our growth strategy,” said Nicolas Boudet, COO international at International Dairy Queen. “With 7,700 DQ restaurants in more than 20 markets, we’re pleased to add to our footprint and to do so with experienced franchise ownership groups focused on operating successful restaurants with employees that deliver on our mission to create positive memories for all who touch DQ.”

MARKETING-INTERACTIVE has reached out to Dairy Queen for more information. 

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Established in 1940 and headquartered in Minneapolis, Minnesota, DQ operates through its subsidiaries, IDQ, which develops, licenses, and services a network of over 7,700 DQ restaurants in more than 20 countries. It is known for its Blizzard ice cream series, presented by turning the cup upside down to demonstrate its "doesn't spill" consistency.

Back in 1979, DQ briefly operated in Hong Kong under the name "美利仙", but ultimately exited the market for various reasons, according to Sing Tao Headline.

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