Viral Greek Frozen Yogurt Sensation Myka Opens First San Diego Location, Drawing Huge Crowds To La Jolla

One of the world's fastest-growing dessert brands has officially arrived in San Diego, and judging by the lines that wrapped through La Jolla Village over the weekend, locals were more than ready. Myka Greek Frozen Yogurt celebrated the grand opening of its first San Diego location on Prospect Street in La Jolla this past weekend, attracting hundreds of customers eager to try the viral frozen yogurt concept that has become a social media phenomenon across the globe.

The opening marks Myka's first location in San Diego County and adds another outpost to the rapidly expanding brand, which originated in Madrid, Spain, and has grown to hundreds of locations worldwide. Unlike traditional frozen yogurt shops, Myka specializes in a dense, tangy Greek frozen yogurt made with premium Greek yogurt, pasteurized milk and goat kefir, served with an assortment of Mediterranean-inspired toppings including orange blossom honey, pistachios, baklava, fresh fruit, olive oil, chocolate sauces and its signature pistachio-pastry blend known as Mykataifi.

The company has become one of social media's hottest food trends over the past year, with videos of customers waiting in extraordinarily long lines generating millions of views on TikTok and Instagram. The phenomenon became so widespread that even The New York Times recently explored why people were willing to stand in line for an hour or longer for what it described as "plain old frozen yogurt." Meanwhile, the New York Post declared Myka "the viral NYC treat worth lining up for," despite acknowledging the often lengthy waits.

Those same scenes played out in San Diego over opening weekend. Photos and videos posted to social media showed a steady stream of customers lined up outside the compact Prospect Street storefront throughout the weekend as curious visitors flocked to experience the brand that has become one of this year's biggest dessert crazes.

The opening represents another notable addition to La Jolla's increasingly competitive dessert scene, where premium ice cream, gelato and frozen treat concepts continue to thrive alongside the neighborhood's restaurants and cafés.

Whether the excitement proves to be lasting or simply the latest viral food trend remains to be seen, but Myka has clearly made an immediate impression. If opening weekend is any indication, San Diegans appear more than willing to wait in line for a taste.

Myka Greek Frozen Yogurt is now open daily at 1273 1/2 Prospect Street in La Jolla. For more information, visit mykagreek.com.

Originally published on July 6, 2026.