Cupcakes take on egg tarts as new bakeries grab a big bite

They are petite and sweet and are increasingly taking on egg tarts as the city's bite-sized treat of choice.

Cupcakes - small confection topped with icing and also known as fairy cakes - are being gobbled down in increasing numbers in Hong Kong. There are now at least three specialist cup-cakeries in the city, with restaurant chain Maxims also eyeing the market.

So what is the big deal about a small, relatively expensive, cake topped with fancy and colourful icing? Part of the attraction may be the cupcake's star appeal.

The birth of the modern cupcake craze can be traced to the United States about a decade ago when characters in the hit show Sex and the City ate them at Manhattan's upscale Magnolia Bakery.

The cupcake fever eventually spread to Hong Kong, resulting in the opening of three dedicated bakeries in the past three years - Babycakes Asia, Sift Patisserie and Cup Cakery. They are now adding new shops, new flavours and expanding into wedding, corporate and birthday parties.

Hong Kong Maxim's Group is also joining the fray, with sources close to the company saying it is planning to open a cafe in Sai Kung offering cupcakes, coffee and tea in a project that could be expanded into a chain. Maxim's, through a spokeswoman, said it had 'no such plans at this stage'.