Hong Kong's Latest Obsession: Dull Cottage Cheese Takes Over

Buckets of protein-rich smooth cottage cheese have been selling like hotcakes. How did this once unpopular ‘health food’ suddenly become so popular?

Growing up in the '90s, I clearly recall cottage cheese being the least glamorous food item around, marketed primarily to people following strict Weight Watcher-like eating plans.

Rich in proteins but low in sodium and fats, it was commonly recommended alongside another unpopular health food item: rice cakes.

It’s not about the tasty, soy-ginger glazed rice crackers you’d find in a Japanese snacks section; instead, think of those noisy, airy disks that resemble Styrofoam.

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In 2025, however, I became a fan of cottage cheese. Having avoided these chunky curds for years, I was persuaded by a friend to purchase some after she enthusiastically recommended them with a new recipe — “New cottage cheese dish featuring balsamic vinegar, salt, split cherry tomatoes, and bits of anchovy. Naming it Pleb Burrata.” It’s important to mention that this particular friend has quite an appreciation for real salt and taste.

She had hit upon something delightful. Similar to the smooth and velvety texture of Italian cheese, cottage cheese serves as a mild canvas for various flavors—lately, I've been enjoying blending in some pickled, salty green chilies and spreading this mixture over warm sourdough bread. Then, I top it off with zesty cherry tomatoes and a touch of indulgent bacon.

It pairs extremely well with mustardy natto - the slimy superfood that is also incredibly high in protein and amino acids. It works well in sweet preparations, too, much like ricotta. The possibilities are endless.

Cottage cheese is produced by introducing an acidic substance to milk, leading to the separation of the milk solids from the liquid whey. After cutting and draining these curds and washing them before salting, you get a soft, fresh cheese that has a slightly tart flavor. High-quality cottage cheese shouldn’t have a spongy or elastic texture.

It is believed that European migrants to America introduced the method for producing cottage cheese during the 19th century, with the term "cottage" originating from the practice of farmers making cheese using surplus milk they had at their homesteads.

In contrast to its relatives ricotta and burrата, cottage cheese has not gained widespread popularity until recently.

In 2024, the culinary website Tasting Table stated that " Cottage cheese is experiencing a resurgence in popularity. While a popular recipe for cottage cheese “flatbread” — made with just cottage cheese and eggs — was spreading across various social media platforms.

More than a year since it began, the surge in popularity of cottage cheese shows no signs of slowing down. In March, reports from Australian media highlighted how TikTok was fueling an intense demand for this product, causing both dietitians to smile with approval and retailers struggling to keep shelves stocked. As a leading producer of cottage cheese in Australia, Bulla Dairy Foods mentioned they have increased their manufacturing output accordingly.

Now the tofu enthusiasts have finally shown their true colors in Hong Kong, as it required weeks of persistent lurking near multiple branches of Marks & Spencer supermarkets to obtain a valuable container.

Revered as the pinnacle by the numerous mothers' community on Hong Kong Moms Facebook page, this brand’s cottage cheese has frequently faced shortages. Members often turned to social media not only to seek assistance but also to share homemade alternatives and recipes.

And thus, surprise upon surprise, the unassuming cottage cheese has completed its cycle.