OK, so fro-yo, or frozen yogurt from Asian-based chains, is the latest craze, with its yogurt cultures, tart flavors and sweet toppings.

So when exactly did Hawaii-favorite shave ice become chopped liver?

It didn't.

“;Shave ice is more refreshing than yogurt or ice cream,”; said James Ting, owner of Tropical Iceland LLC.

He opened Tropical Iceland, a shave ice shop, at Royal Hawaiian Center on July 1. It is on the second level in the same building as Cheesecake Factory.

Among the global variations of shave ice, Tropical Iceland is different from the Japan-originated kakigori and Filipino halo-halo so popular in Hawaii - and has the potential to join the well-known treats in popularity.

Tropical Iceland's shave ice is topped with fresh fruit and sherbet, as shown on a brightly colored, salivation-inspiring menu and company Web site.

Ting is originally from Taiwan, which has its own popular shave-ice treat.

“;I came here to surf. I love surfing,”; he said.

That was 10 years ago, when he was 17.

When his surf sessions were pau he would be “;so thirsty,”; finding himself wondering, “;where can I find anything to chill out?”;

There were plenty of cold treats, but many left him still thirsty - and thirsting for something healthier and more refreshing.

His seven employees - and his Web site indicates the company is hiring - wash, peel and hand-cut the fruit for the shave ice treats daily.

Prices range from $5.99 for shave ice with one fruit choice and scoop of sherbet, to $6.99 for three fruits topped with sherbet.

Ninety percent of his customers are visitors and the other 10 percent are local.

“;We found local people love our products so much when they eat,”; Ting said.

Both the tourism decline and construction in parts of the building have slowed foot traffic. However, Ting tries to tantalize and lure customers through simple marketing moves, such as placing coupons in visitor publications.

“;We have a display with food samples inside and we are sending one of our guys every day from 2 p.m. to 10 with flyers that brings a lot of customers,”; he said.

Tropical Iceland is currently offering a 10 percent kamaaina discount and provides four hours of parking validation for $2.

Visitor traffic is certainly welcomed, but “;we do need more people from here ... who can visit us regularly,”; Ting said.

The shop is open at 10 a.m. daily and it closes, seemingly oddly, at 10:20 p.m.

It used to close at 10 p.m. but for whatever reason it would have a bit of a rush right around closing time, so the extra 20 minutes accommodates the late-comers, he said.