Mr. Heyward Wong is the owner of a Belgium waffle shop called Dimanche.

     "When I was enjoying my honeymoon in Japan, I was attracted by a stall selling sweet-smelling waffles. And I thought, 'Why can't I start this business in Hong Kong?'"

     Another shop owner, Mr. Henry Kwok of Lisboa Bakeries Limited, believed there was a market for Portuguese tarts in Hong Kong.

     "Portuguese tarts are totally different from traditional ones in Hong Kong," he said.

     The economic condition in Hong Kong in the meantime favoured shops selling things at $10.

     Ms Yeung Kwai Ying is the owner of Japan Home Centre. She set up a special counter for goods priced at $10.

     "Owing to the unsatisfactory economic conditions, people are spending less than before. Ten dollar-products are thus of great attractions to them," Ms Yeung said.

     Mr. Wong, who declined to provide his name, is a Belgium waffle shop owner. He claimed waffles were attractive only because they came from Japan.

     "I sell it for I was able to make profit out of it at the beginning of the tart trend."

     To account for the flourishing businesses, Dr. William Chan, Lecturer of School of Economics and Finance of the University of Hong Kong, applies a basic theory in economics.

     Dr. Chan explained, "This is a simple rule of demand and supply. As long as the consumers are interested, they will naturally engage in these businesses.

     "Moreover, shop rent is lower now. The cost for starting businesses is thus reduced."

     Dr. Benjamin Leung, the Head of Department of Sociology of the University of Hong Kong , added that social culture could also explain the phenomenon.

     "Waffles from Japan and Portuguese tarts from Macau are brand new to us. We are curious about new things, especially new food. Undoubtedly, these shops arouse attention. But experiences tell that while trends in Hong Kong reach their climaxes quickly, they fade fast at the same time."

     Dimanche's Mr. Wong worried, "As people continue to join the business, the quality of waffles will become hard to control. This directly reduces the 'life span' of waffles," he said.

     Not everyone is pessimistic though. Mr. Kwok has much confidence in the tart business. "The trend has just begun in Taiwan. And I strongly believe it can survive a few more years."

     Ms Yeung of Japan Home Centre is also optimistic about her business. She replied: "I have faith in the 10-dollar business. We make satisfactory profit out of it."

     From the economic point of view, Dr. Chan is not optimistic. "The business may consolidate in one or two years. But the number of shops then may not be as many as now."

     Dr. Leung thinks that it is not impossible for the trend to last. "It remains to see whether the shops are dull or innovative," he commented, "If the shops can change and present itself with a new image from time to time, the trend may then last longer."