Swirl it yourself

It began with the pull of a lever, a swirl of creamy sweetness landing perfectly in a paper cup and suddenly, Oman was under a spell. Self-serve ice cream shops have become the latest national craze, rivalling Dubai’s obsession with Dubai chocolate and America’s viral Crumbl cookies. What started as a humble experiment in Nizwa has spiraled into a full-blown cultural phenomenon, one soft-serve swirl at a time.

The story begins with Fursaad, a small self-serve ice cream shop tucked away in the heart of Nizwa. The idea was simple but charming: customers could dispense their own ice cream straight from soft-serve machines and crown it with whatever toppings they desired. At first, it was a fun novelty, a do-it-yourself dessert bar that drew families and young visitors alike. But it wasn’t until Fursaad opened its second branch in Muscat that the trend truly exploded.

The capital, buzzing with youthful energy and social media fervor, was fertile ground for this kind of trend to bloom. Located near Sultan Qaboos University, the Muscat branch quickly became the hangout spot for students. Lines snaked out the door as young Omanis documented their personalised creations, rainbow sprinkles, cookie crumbles, chocolate drizzles, through endless Snapchat streaks and Instagram stories. Suddenly, having your own signature swirl was not just dessert, it was digital currency.

Soon enough, business owners across the Sultanate of Oman caught wind of the frenzy. One after another, self-serve ice cream shops began popping up like mushrooms after a summer rain, from Muscat to Suhar, Salalah to Nizwa again. Each promised a “unique experience”, but the magic was already in the act itself.

What makes this phenomenon so fascinating is not the concept, after all, self-serve frozen yoghurt chains like Pinkberry have existed since the early 2000s, but the reaction. Oman’s version turned an old concept into a modern movement. The shops became less about convenience and more about creativity.

Speaking to Oman Observer, Food blogger and founder of @eatwithzara Instagram account, Zahra al Balushi, believes the appeal lies in the experience itself. “It’s not just about eating ice cream”, she explains. “It’s about making it, the feeling of accomplishment when your cup looks exactly how you imagined it. It’s like a child watching their teddy bear come to life. That little spark of achievement keeps people coming back”.

But there’s another layer, a unique Omani twist, to why this particular trend struck such a chord. According to Sam al Shaihani, an undergraduate student at Majan University College and a devoted patron who has toured most self-serve ice cream shops across the country, the secret is in the flavours. “From the beginning, Fursaad experimented with Omani-inspired tastes, amba (green mango), betham (raspberry), even fursaad, the blackberry it’s named after”, he says. “It felt like something new but familiar. Like rediscovering our culture through dessert”.

Swirl it yourself

That fusion of global format and local flavour is perhaps what sets Oman’s soft-serve revolution apart. It’s not just about sugar and toppings, it’s about self-expression, culture and connection. It’s where nostalgia meets novelty, where tradition gets a modern makeover in a cup.

Today, the self-serve ice cream scene in Oman shows no sign of melting away. If anything, it’s expanding, creatively, culturally and socially. New shops continue to open, each trying to out do the last with bolder flavours, sleeker interiors and ever more Instagrammable experiences.

And maybe that’s the real secret behind the trend: it’s not only ice cream people are scooping, it’s a taste of joy, ownership and a shared moment in a rapidly changing food scene.

So the next time you walk past a self-serve ice cream counter in Oman, don’t be surprised to find a line of eager hands holding cups, ready to pull the lever. Because in this viral trend, everyone gets to be the chef and the child at heart.