An iconic Chinese New Year treat in Hong Kong since 1963

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A Resident since 1972 - Sharing Hong Kong as Only a Local Can

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Epic treat at Chinese New Year | Kjeldsens Butter Cookies | Hong Kong

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Local Supermarket Display Feb. 6th 2026 | Kjeldsens Butter Cookies | Hong Kong

Blue Tin Magic: Why Kjeldsens Butter Cookies Are Hong Kong's Ultimate Lunar New Year Icon

I do not do food tours in Hong Kong (and I have written blog posts on the reason why), I leave that to local experts and Food Tour Companies are also very familiar with the blue tin cookie culture in Hong Kong, it really is a thing and I have been indulging in this treat once a year since 1972

My wife thinks I am a bit weird (well, more than just a bit) as I have 2 set in stone rituals twice a year

Christmas - a Marks and Spencer Christmas Pudding (no alcohol) with a large tin of cold custard
At least half of the iconic Kjeldsens butter cookies, in that iconic blue tin!

See images below for the cookies.

Christmas and Chinese New Year would not be the same without them

…. and yes, I have a favourite cookie from the blue tin, it is the cookie with raisins in it, awesome!

Hong ‘Konger’s experience Kjeldsens at Chinese New Year by buying the iconic round blue metal tin which is the true cultural staple, stacked floor-to-ceiling in 7-Eleven, ParknShop, Wellcome, and every supermarket during the run-up to Chinese New Year. Those massive pyramid displays (sometimes called "fortresses" of tins) are a seasonal hallmark, turning entire aisles into blue-tin territory. The round tin's reusability for storing sewing kits, buttons, snacks, or trinkets has made it a household heirloom across generations., we store HK$10 coins in our 2 tins!

Below is an image of an open round classic tin showing the famous variety of shapes (rings, pretzels, swirls, rectangles, etc.) in their paper cups - exactly what people fight over during family gatherings and that really does happen and yes I dip mine in a mug of coffee!

My Decades of CNY Scoffing: The Kjeldsens Story

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Epic treat at Chinese New Year | Kjeldsens Butter Cookies | Hong Kong

So, I think some context and history is needed to explain the inexplicable, why have cookies from Denmark become a favourite for residents of Hong Kong, it really is a cultural icon.

Brand Overview - Kjeldsens Butter Cookies

Kjeldsens is a Danish brand famous for its butter cookies, featuring a classic assortment of shapes such as rings, pretzels, swirls, and rectangles, often topped with sugar crystals. The cookies are made using traditional recipes with fresh butter and natural ingredients, delivering a crisp, rich, buttery texture that is noticeably sweeter than many other European butter cookies. Each tin typically contains multiple varieties, making them perfect for sharing. The brand is part of the Kelsen Group, a major player in the global biscuit market.

Personally it is this sweetness and butter content that makes it so different to cookies made in Hong Kong which are pretty bland by comparison and I do not mind admitting that I have a soft spot for Mrs, Fiends cookies which are available in many subway stations here and I had them to dip into custard!

History and Establishment - Kjeldsens Butter Cookies

The Kjeldsens story began in 1933 in the small village of Nørre Snede, Jutland, Denmark. Marinus Kjeldsen, a carpenter, married Anna, the daughter of a local baker famous for her homemade cookies. Together they founded a small family bakery called "Kjeldsen & Co." Marinus began selling Anna’s butter cookies to nearby villages, where their delicious flavor quickly became popular. This success led to the opening of their first commercial bakery. By the 1960s, the brand expanded internationally, with Hong Kong becoming one of its earliest and most important Asian markets. In 2009, Kjeldsens was appointed as a purveyor to the Royal Danish Court, allowing the brand to display a golden crown on its packaging as a mark of quality and authenticity. Today, the company operates factories in Denmark and exports to dozens of countries worldwide, while faithfully preserving the original recipes.

Knowing Hong Konger’s as I do, getting the Royal Warrant will have cemented their iconic status, in my own day dreaming moments I imagine dropping a some Kjeldsens cookies into a bowl and adding a tin of custard!

Public Perception - Kjeldsens Butter Cookies

Kjeldsens butter cookies are widely loved for their crisp texture, rich butter aroma, and satisfying sweetness. Fans often debate their favorite shapes, with the sugar-sprinkled pretzel and classic ring frequently mentioned as standouts. In Hong Kong, they are regarded as superior to imitators and evoke strong childhood memories and holiday nostalgia. The reusable tins are a practical bonus - many people repurpose them for storing small items like sewing kits, buttons, or snacks. Globally, the cookies are appreciated for their authentic Danish heritage, though in Denmark itself they are more of a nostalgic or "grandmother’s treat" rather than an everyday snack.

…. in my last blog post regarding food souvenirs I mentioned Jenny Bakery probably the most famous Hong Kong cookie supplier, honestly, they do not even come close to these Danish cookies

Why It’s a Hong Kong Icon - Kjeldsens Butter Cookies

Sir Rogério Hyndman Lobo, CBE, JP, generally known as Roger Lobo, was a British Hong Kong businessman, philanthropist and politician. He was a member of the Urban Council, Executive Council and Legislative Council and he gets the credit for introducing these cookies to Hong Kong

Kjeldsens became deeply embedded in Hong Kong culture through a fortunate introduction in 1963 by businessman Roger Lobo. He discovered the cookies in a Danish catalog, legend has it that he ordered a sample (which arrived crumbled in cardboard), and requested a sturdier tin for future shipments. This iconic blue tin packaging earned the local nickname "blue tin cookies."

In the 1950s and 1960s, when snacking was still considered a luxury, Kjeldsens symbolized prestige and was a popular gift among affluent families. Their association with Chinese New Year grew strongly in the 1970s, reinforced by annual television commercials that emphasized family sharing and festive gifting.

Today, they are a near-universal staple during Lunar New Year—supermarkets stack them high, and almost every household has at least one tin. The brand’s bright blue tin stands out even though it doesn’t follow traditional red CNY aesthetics, becoming a unique, cross-cultural symbol of festivity and continuity.

Why It Endures - Kjeldsens Butter Cookies

The brand’s lasting popularity comes from consistent quality, clever marketing, and powerful emotional connections. In Hong Kong, Kjeldsens has transformed from an imported novelty into a cherished ritual passed down through generations. The reusable metal tin adds lasting value, turning a consumable product into a practical keepsake.

Despite many copycats, the authentic Danish origin, royal warrant, and superior taste maintain its premium status. Its success in Asia now drives the majority of the company’s sales, ensuring continued production and availability. it is a perfect example of how a simple Danish cookie has blended European heritage with Hong Kong’s festive traditions, becoming an enduring piece of "Hong Kong Culture 101”

…. and long may it continue;

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Kjeldsens Butter Cookies | The tins I have never seen | Hong Kong

This is a seasonal variant (winter/snow theme) in the iconic blue tin format - sometimes available around holidays but for the life of me I cannot remember seeing this, but then again we just buy our round tin from our local supermarket!

So there you go, a nice little story about Hong Kong culture and basically their cookie sales soar in January and February every year although I can also report you can get them all year round if you know where to look and this year I am going to look out for the rectangular and square (ish) tins to see if they are kicking around, the tin would make a nice addition to our tin collection!

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Kjeldsens Butter Cookies | The handy pack I have never noticed | Hong Kong

Not for me, I would go through 10 packs a day!

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I do not do food tours

I am pleased to say a lot of Food Tour Companies will have egg tarts on their tasting menu

I have very specific reasons and part of it is that I do not speak Cantonese or write Chinese, I am from Yorkshire in England and I lack the language gene and it is not through lack of trying and yes a lot of restaurants do not have English menu’s or staff who speak conversational English.

.. and yet I have eaten at close to 1,400 restaurants in Hong Kong since January 2nd 1972, my wife was born in Hong Kong and we have been together over 40 years and her first language is Cantonese and a lot of her family are Chinese or half Chinese so I have never had much of an issue!

This does not translate to doing food tours though, yes, I could do them, no problem there but they would never ever be as good as the food tours done by my friends (see the 3 links above) most of their awesome guides are locally born Hong Kong Chinese and obviously food culture is part of their DNA, it is impossible for me to compete with that!

So please feel free to contact them for food tours