Londoners are being given the perfect excuse to pho-go their desk lunch this October.
On Wednesday 22nd October, frozen food brand Kitchen Joy is opening the doors to its first-ever Noodle Shop pop-up, where visitors can enjoy a completely free bowl of noodles between 12pm and 6pm.
Taking over Shoreditch for one day only, the pop-up will celebrate the launch of Kitchen Joy’s new Noodle Shop range.
Alongside a freshly prepared bowl, visitors will also be able to pick up free Tesco vouchers for a complimentary pack of Noodle Shop, plus the chance to get their hands on exclusive merchandise.
Designed for self-confessed noodle lovers and curious foodies alike, the Shoreditch pop-up will serve dishes inspired by some of Asia’s most-loved noodle traditions:
Crispy Chilli Oil Biang Biang Noodles
Khao Soi Chicken Noodles
Garlic & Soy Prawn Wonton Noodles
Chicken Pho Noodles
The kind of dishes you’d normally discover scrolling TikTok, travelling through Asia or hunting down a hidden restaurant recommendation. Not the kind you’d expect to find waiting in your freezer.
Pho-Real. The Noodles Are Free.
No booking. No catch. No purchase required. Just turn up, grab a bowl and enjoy while stocks last.
The event marks the launch of Kitchen Joy Noodle Shop, a new range of frozen noodle meals now available in Tesco stores. Each Noodle Shop dish started with a food discovery. From the bustling noodle stalls of Hanoi to family-run favourites in Hong Kong, Kitchen Joy’s team travelled far and wide in search of unforgettable bowls, before bringing their inspiration back to create a frozen range designed for modern noodle lovers.
Since launching in 2025, Kitchen Joy has sold more than three million meals and built a reputation for bringing category-first innovation to frozen food, with Noodle Shop representing its most ambitious launch yet.
The one-day-only venue has been designed to capture the atmosphere of a modern noodle shop, complete with good vibes, great food and plenty of Instagram-worthy moments.
Whether you’re hunting for a free lunch or simply looking for your next noodle obsession, this is one pop-up you’ll definitely want to pho-low.
