On Friday, May 23, the streets of Chinatown London were buzzing with fans as global music group dearALICE hosted their first-ever UK pop-up to celebrate the release of their sugary new single, “Sweet.” Set against the playful pink glow of Mamasons Dirty Ice Cream, the event was an immersive treat, both literally and musically.

Hosted from 4–6 p.m., the two-hour experience was short but unforgettable, offering a rare offline moment of joy, creativity, and connection between dearALICE and their UK fanbase, known affectionately as ACEZ. This wasn’t just about promo, it was about presence. The event served up free artisan ice cream, exclusive merchandise, and a vibrant, intimate space that captured the feel-good energy of the new track. With the Sweet poster dripping with nostalgia and pastel pink, the mood was unmistakably clear: this was about connection, joy, and a little indulgence.

The choice of venue couldn’t have been more fitting. Mamasons, famed for their unique, Filipino-inspired flavours, transformed into a pastel-pink playground that mirrored the mood of the new track. With “Sweet” posters dripping with bubblegum graphics and matching lighting glowing through the windows, the vibe was playful, sugary, and very on-brand.

Inside, fans were treated to free scoops of ice cream, served on a first-come, first-served basis, plus an exclusive line of “Sweet”-themed merchandise, including tote bags and limited edition prints. The event also served as a filming location, so ACEZ had the chance to be featured in upcoming content tied to the song, another nod to dearALICE’s consistent effort to make fans feel like part of the story.

The song “Sweet” itself is a sonic candy shop, layered vocals, playful synths, and a chorus that sticks in your head like summer heat. The pop-up brought that spirit to life, proving once again that dearALICE knows how to blend music, visuals, and fan culture into one cohesive and crave-worthy moment.

For many ACEZ in attendance, this was a first-time opportunity to engage with the group’s world in real life. In an era where digital interaction dominates, pop-ups like this remind fans and artists that there’s nothing quite like shared space and spontaneous community. Some fans came alone and left with new friends, bonded by lyrics, visuals, and soft serve.

If the London event is any sign of what’s to come, dearALICE isn’t just dropping hits, they’re building a whole world around them.