Hoos, a convenience store on Lodge Lane, has become a viral sensation with over 300,000 social media followers, attracting children from across the region hoping to star in its popular spicy noodle challenge videos.
The Birth of a Viral Phenomenon
Hussein Mussa, a 27-year-old British Yemeni entrepreneur who lives on Lodge Lane, opened Hoos on August 1, 2025. Inspired by his time in the United States, he aimed to bring a slice of American life to Liverpool.
He told the ECHO: "I knew there were already sweet shops in the UK but what I saw was different. I thought I'm going to bring that back."
Spicy Challenges and Community Spirit
The store's viral success stems from clips showing youngsters taking part in spicy food challenges, often featuring Buldak Ramen 2x Spicy noodles. These videos, shared on TikTok and Instagram, highlight the young customers' personalities, with jokes and genuine friendships.
The trend began when a young customer saw Hussein eating the fiery noodles. Hussein explained: "They're not for kids. He was in with his mum who got a packet to try. I asked if they wanted me to make them and after they said yes I asked to get their reaction."
He added: "He had a try and started crying. So it started off from there. His mum allowed the video to get posted. It was funny vibes. I thought why not get everyone's reaction when they come in."
A Year of Success
Within a year, Hoos has amassed over 300,000 followers, including 225,000 on TikTok. Hussein said: "It feels weird because it happened so fast. I didn't expect it to blow up. It's just random. Within a year of this shop I've managed to open a second business."
One memorable moment involved a child named Lennox: "Little Lennox came in with his dad thinking he can handle the noodles but started screaming 'Grab the milk, grab the milk'. That's a funny one."
A recent clip of a boy greeting Hussein with "wagwaan alaykum"—a mix of Jamaican Patois and Islamic greeting—garnered 9 million views and was praised as "top tier multiculturalism."
Expansion
The success has enabled Hussein to open a second venture, Hoos Trap Kitchen on Duke Street. Further details are yet to be announced, but the loyal customers who made Lodge Lane a hit are expected to support the new business.
