He Yang (left), 24 and his girlfriend Kong Ni opened 3A07 Cupcakes after returning from New Zealand. Photos by Wang Jing / China Daily

Take a selection of imported New Zealand dairy and Italian coffees, put them all together in a bright pink store in the middle of Beijing's famous Nanluoguxiang and what you get is 3A07 Cupcakes.

Alternatively called Love Cupcakes by its owners, the store was opened to satisfy a craving He Yang and girlfriend Kong Ni had for cupcakes.

After returning from studying in New Zealand, the couple sought to make their mark on the capital's cupcake scene, and opted for a name that is a Chinese play on the words - when "love" is spelled backward it represents "ni ai", explains He, which refers to a rebellious kind of love.

Although most cupcake specialty shops in Beijing are centralized in traditionally expat communities, such as Sanlitun, He and Kong decided to open in a locale where there is equal foot traffic among Chinese and foreigners, as well as a heady mix of locals and tourists.

Serving up a new concoction every day, 3A07 seeks to become the Magnolia's Bakery of Beijing. It already sells close to 400 cupcakes daily, with flavors ranging from regular chocolate to roasted pear and ice cream.

All the products here are made with real New Zealand dairy, and the best-seller so far is their mouthwatering cheesecake cupcake (30 yuan).

This delightful dessert is a small vanilla cheesecake with an oatmeal cookie base, topped off with a delicious dollop of fresh, homemade whipped cream. The cupcake literally melts in the mouth as the subtly sweet cream cheese slowly dissipates, while the base also delivers a hit, with a crunchy satisfying texture that truly compliments.

Aside from cupcakes, 3A07 also serves up Italian roasted coffees and various other drinks. Perhaps due to the copious amounts of alcohol and caffeinated beverages they sell, the store takes on more of a cafe feel than that of a bakery.

The gaudy pink interior decor is like icing. Forks and plates are provided for the less adventurous.