Life of Pablo: Cheese tart frenzy today at Paragon as foodies go nuts for latest dessert import

What can we say? When a hot, new imported dessert spot opens at one of the city’s megamalls, Thais will always line up on the first day to try it. In a few months, the place might be collecting cobwebs but, for today, Pablo Cheesetart’s first Thailand outlet, on Siam Paragon’s ground floor, was the city’s hottest food destination.

You remember what happened when Ben&Jerry’s opened at Paragon a few months ago, don’t you?

For the uninitiated, a Japanese cheese tart, especially one from famed maker Pablo, is highly desirable to foodies and is like a small cheesecake but less sweet. Pablo’s tarts can be ordered undercooked for a gooey, oozy experience, or fully cooked for a firmer nosh.

Pablo’s cheese tart has been a must-try dessert for Thais when they vacation in Japan for years.

Is a cheese tart a meal, a side dish, a snack or a dessert? We aren’t sure but we know it’s delicious. As the queue stretched on and on today at Paragon, people got to try the tarts after months of chatter since the announcement of the opening in August.

A photo the company posted of the queue in front of their store today got 4,800 likes. We bet most of the people who liked it were waiting in that long line.

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