When you eat soy ice cream in the states, it tastes pretty much just like ice cream. This isn't ice cream though, it's just straight up frozen soy milk that isn't that sweet and once you realize that, it's not bad. There really aren't a lot of available favors. The texture is like soft serve ice cream. I enjoyed it and the price wasn't bad. There was a long line but it's a really busy part of Tokyo, so it's understandable.