Today we’d like to introduce you to Caleb Deng.
Hi Caleb, we’d love for you to start by introducing yourself.
Caleb Deng is the founder of Puffles, a South Florida–based dessert brand known for its Hong Kong-style egg waffles, creamy ice cream, and bubble teas. Born and raised in New York City’s Chinatown, Caleb grew up enjoying egg waffles from street vendors, a simple but special treat he looked forward to after Chinese school. Those moments became cherished childhood memories and later, the inspiration behind Puffles.
Years later, Caleb and his brother came to South Florida as young, aspiring entrepreneurs with a shared dream of bringing a piece of their childhood to a new community. With no investors, no roadmap, and no idea what to expect, they opened their first Puffles location in Hollywood, Florida. What started as a small family venture quickly gained local buzz for its fun, eye-catching desserts and genuine hospitality.
Today, Puffles has grown into a beloved South Florida favorite, serving crowds at major events like the Miami Open, Formula 1 Miami Grand Prix, FIFA World Cup and Hard Rock Stadium, and now expanding through franchising across the East Coast.
More than just a dessert shop, Puffles is a celebration of family, culture, and creativity. Through it, Caleb proudly shares his Asian American heritage, honoring the flavors and memories that shaped him while inspiring others to dream big and build something meaningful of their own.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely wasn’t a smooth road, not even close. There were a lot of hiccups, setbacks, and moments where it felt like we were doing everything wrong.
I started Puffles when I was 20, and my brother was 24. We didn’t come from business backgrounds, we didn’t have a playbook, and honestly, we didn’t fully understand what we were getting ourselves into. We just had this belief that we could build something special, something that felt like ours.
One of the hardest parts in the beginning was the pressure at home coming from traditional Chinese immigrant parents. We left New York and took a risk that didn’t make sense on paper. My parents were strongly against it because they believed in the traditional path: finish college, get the degree, get a stable job, then build your life. My brother had already earned his bachelor’s degree, and I was in my third year of college with a clear path to graduate. Walking away from that was scary, and it created real tension, because we weren’t just chasing a dream, we were also trying to prove that we weren’t being reckless. That weight sits on you. When things go wrong, it’s not just “business is hard,” it’s “what if they were right?”
The biggest struggle was our age and inexperience. Being young, eager, and very straightforward made us easy targets early on. We were probably too trusting, and at times too honest, and people took advantage of that. We dealt with situations where we didn’t know what to negotiate, what to push back on, or what to walk away from. There were expensive lessons, tough conversations, and moments we felt embarrassed that we didn’t catch something sooner.
But those challenges shaped us. They forced us to grow up fast, not just as business owners, but as leaders. We learned how to take feedback without losing confidence. How to make decisions with limited information. How to recover from mistakes without letting them define us. And most importantly, how to keep showing up even when it felt like nothing was going our way.
If I’m being honest, the only thing that consistently kept us moving was determination and resilience. There were plenty of reasons to quit, but we were stubborn in the best way. We believed in the product, we believed in the vision, and we believed that if we stayed disciplined and kept learning, we’d eventually earn our spot.
Looking back, I’m grateful it wasn’t smooth, because the obstacles gave us real perspective. They humbled us, sharpened us, and built the foundation that Puffles stands on today. We didn’t get here because everything went perfectly. We got here because we refused to stop when it didn’t.
We’ve been impressed with Puffles Waffles & Ice Cream , but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Puffles is an Asian-inspired dessert brand that started in South Florida, built around one simple goal: create a fun and unforgettable dessert experience by serving visually stunning treats that taste just as good as they look. Inspired by our childhood snack, we proudly share our Asian American heritage through every creation!
We specialize in Hong Kong–style egg waffles (our signature), premium ice cream, and bubble tea. What we’re known for is the texture and experience: warm, fresh waffles made to order, paired with bold flavors and toppings that feel playful but intentional. It’s that mix of comfort and “wow” that keeps people coming back, and it photographs really well, which helps in today’s world.
What sets us apart is that we’re not trying to be everything to everyone. We’ve stayed focused on doing a few things at a high level: consistent product quality, clean presentation, fast service, and a brand that feels approachable for all ages. Families love us, teens love us, and tourists find us because it feels like an experience, not just a dessert.
Brand-wise, what I’m most proud of is that Puffles has a real identity. We’re Asian-inspired, but we’re not a copy-and-paste concept. We built our menu and our look with intention, and we’ve been obsessive about consistency, from the product to the customer experience to the visuals. We’re also proud of how much we’ve grown through grit: learning the business from scratch, opening multiple locations, doing major national events, and building a brand that people recognize and trust.
What I want readers to know is this: Puffles is more than just ice cream. It’s a place where people celebrate, after school, on date nights, on vacations, after games, for birthdays, for “just because.” We’re here to bring a little joy and a lot of flavor, and we take that seriously. If you haven’t tried us yet, start with our signature waffle creation, “The Classic.” It’s what put us on the map.
Any big plans?
Looking ahead, we’re focused on scaling Puffles in a way that keeps the quality and the brand experience consistent, because that’s what got us here in the first place.
On the corporate side, we’re continuing to grow throughout South Florida. Our goal is to strengthen our home base with more company-owned locations in high-traffic areas, so we can keep building brand awareness, training strong teams, and refining operations as we scale.
At the same time, we’re excited about expanding deeper into stadiums and arenas. We’ve seen how well Puffles performs in fast-paced, high-volume environments, and we want to bring that experience to more fans, whether it’s sports, concerts, or major events. That channel is a big part of our long-term vision because it puts the brand in front of thousands of people in a single day and creates instant “first-time” moments.
And finally, franchising is a major focus for our future. We’re building the systems, training, and support structure to grow responsibly, with the right partners who care about the brand and the customer experience as much as we do. The goal isn’t to expand as fast as possible; it’s to expand the right way, protect the quality, and create long-term opportunities for franchise partners while keeping Puffles recognizable and consistent wherever it opens.
Overall, we’re in a really exciting chapter: strengthening our foundation in South Florida, bringing the brand into larger venues, and laying the groundwork to expand nationwide through franchising, all while staying true to what makes Puffles special.
Contact Info:
- Website: https://www.pufflesfl.com
- Instagram: https://www.instagram.com/pufflesfl
- Facebook: https://www.facebook.com/PufflesFL/
- LinkedIn: https://www.linkedin.com/in/caleb-d-62297a62/
- Yelp: https://m.yelp.com/biz/puffles-hollywood-2
- Other: https://www.tiktok.com/@pufflesfl
