Snowy Village

Reduce one star for the price of a small cup and reduced another star as they didn’t have the flavour I asked for which was the first one on the menu(Mango), I was informed it was out of stock but the guy infront of me had it served. The strawberry flavour was too good but not worth the 12 USD I paid for.

This was my first time having Korean shaved ice and omg it was amazing! I got the regular berry shaved ice and my partner got the Oreo. We didn’t realize the regular size was so massive so two people definitely could share one regular. The U Village branch is open until 10:45 PM which is awesome. Parking wasn’t that bad in the evening, all street parking or the light rail stop is an 11 min walk.

This is a counter service place, order, they bring you the food, self bus. I'd never had bingsu before so I was excited to try it. We got the taro bingsu and cheese taiyaki. The bingsu was great, but it felt like a "regular" size was almost too much much for my gf and I, if you're just ordering for yourself, get the small. The taiyaki is also good and if you get both, the warm taiyaki provides a nice contrast to the cold bingsu. Note that their signage on the sidewalk is very poor, we walked right past the place while looking for it, I had to move to the road to see the sign.

I actually wasn't sure what to expect when I stopped by Snowy Village, but it really was a tasty treat! Ordering was straightforward with the device on the counter, but there were also staff nearby to help if needed. I ordered the Lite portion size and it was still really big! I haven't had this type of dessert before, but I really enjoyed it. Definitely recommend trying it out!

Pretty good bingsoo, but not the best. The prices are very very high and the amount of bingsoo you got was not worth the price. This is definitely a place where you'd splurge on and you'd save yourself a long trip and good money if you went somewhere else.

Snowy Village is open late which makes getting dessert easier. They have a screen to order what you’d like and options to make customizations to each item. Wait time was about 5 minutes. I got the mango shaved ice w/ 25% sugar. It was delicious!! 10/10

Self service order screen right when you walk in the door. Serving sizes are massive and it would be nice to have smaller options available. Presentation is nice but once the strawberries and whip cream are finished the flavors begin to dissipate quickly. The texture is interesting but flavorless. The strawberry dessert was $16 and we did not tip the suggested 15-20%. Order at kiosk and return tray to bus tubs. Why tip?

We’ve been here many times, and this place never fails to amaze us! Their shaved ice is our favorite. You can choose the sweetness level and they offer S/M/L tubs. Large tub feeds 4-5 people. We always order the small size to feed 2 people. Parking is easy in this area of University District, people in and out often. Don’t forget to order their Taiyaki - cheese is my favorite!

Bingsoo texture here is hard to beat -- they have milk based shaved ice so the texture is super creamy and light (while other spots tend to be more chunky and icy)! 4.5/5 - Taro bingsoo, loved the red bean and mochi! Wish it had more toppings included in the order. 4.5/5 Taikayi is also made to order so its super crisp (both the custard and red bean filling were delicious) Would recommend a visit if you are in the UDistrict area!

$17 for a regular (quite small and 50% whip cream) shave ice! quite steep the interior had tons of bugs flying around and the tables were sticky unfortunately. there's space for at least 8 tables and nice music going. you order on a kiosk and a nice person comes out to bring you your ice cream! thank you for good service!!! unfortunately for the price of the dessert, i did not feel like i got the value of what i ordered. quite messy and too much whip cream. BUT, the texture of the bingsoo is so refreshing and light!

A Sweet Escape at Snowy Village, Capitol Hill Nestled in the heart of Capitol Hill, Snowy Village isn't your average dessert shop. It's a haven for those seeking a taste of Korean shaved ice, known as "bingsoo," that's as light and fluffy as a cloud. Stepping inside, you're greeted by a vibrant atmosphere with modern decor and friendly staff, making it a perfect spot for a sweet treat with friends or a solo indulgence. Beyond the inviting space, the true magic lies in the bingsoo itself. Each bowl is a masterpiece, featuring a generous portion of shaved ice that's unbelievably light and airy. Choose from a variety of flavors, from classic red bean and injeolmi (chewy rice cake) to adventurous options like mango sticky rice or matcha latte. The toppings are just as impressive, with fresh fruit, decadent sauces, and even soft-serve ice cream adding layers of flavor and texture. Every bite is a symphony of sweetness and coolness, leaving you refreshed and wanting more. Whether you're a bingsoo aficionado or simply seeking a unique and delicious dessert experience, Snowy Village in Capitol Hill is a must-visit. So, head on over and prepare to be swept away by a fluffy, flavorful escape!

Always delicious. You can eat a lot bcs the ice is not super sweet. It's just it sometimes takes a really long time to get food or the taiyaki.

snowy village is one of very few bingsoo spots on the area and always hits the spot. i like that they have a less sugar option so it's not super sweet. my friend and i shared a regular size bingsoo and we were both full after. one thing i don't love is the price. i know everything in seattle is expensive, but $17 for one bingsoo is kind of excessive (criminal). i will say i wish they put it in a bigger serving dish as it was a little difficult to eat without spilling.

Dropped in on a Friday night for dessert before a rock show at the Blue Moon. Pros are the amazing taste and comfy vibe of the store. Cons are the price (at least $12 a dessert) and a bit of a wait (10+ minutes with nobody in front of us) I got the fruity pebble and my date got the strawberry. They were absolutely massive and Hella Delicious! I could see why they took some time to make because they were pure artistry. It's a good thing each item comes with its own bamboo tray because it gets messy! I even felt fancy with my plastic shiny silver spoon. They also offer oat milk options for three dollars more. They've got a few of these places around, so I'll definitely be visiting the one closer to home in Renton .

Really clean interior and self serve kiosk that makes the checkout process fast and easy. The bing soo itself is really great and reliably so. Some flavors have ice cream in them and some do not. Pro tip: you can get a "split" version and have two mini ones for a cheaper price than ordering two separately. Delicious sweet treat!

Snowy Village is a delightful spot in the University District where the traditional Korean dessert bingsoo is taken to an extraordinary level. The moment you step in, you're greeted by a cozy ambiance and the promise of a unique treat. Their bingsoo, made with 100% milk, is a creamy, dreamy concoction that melts in your mouth, offering a milky experience unlike any other. For those who love a good fusion of flavors, the Cheesecake and Red Bean is a must-try. Despite the cafe's bustling nature, the service is efficient, with guests expected to clean their own tables, adding to the casual, laid-back vibe.

Hands down one of my favorite places for dessert in the U-district and favorite shaved ice place in Seattle. I usually go for their fruit option (strawberry or mango) and those never miss. I will say flavors such as the Oreo or cheesecake are good, just a little bit dry for my liking. Seating there is limited. When you walk in, there's a giant kiosk to order so thats pretty convenient. If you're craving for a sweet treat, definitely check this place out.

Everything was delicious ! My friend and I shared the savory taiyaki flavors and all of them were sooo good. The batter tasted like a croissant and the fillings were gooey, cheeses, and tasty! Our favorite was the pesto and cheese. The shaved ice was a cold, sweet counterpart to the warm and savory taiyaki. We got regular sweetness (100%) and I was pleasantly surprised that it wasn't overwhelmingly sweet ! We loved the little mochi-like bites in top ! It's a good texture contrast from the fluffy shaved ice and chewy red bean. Would definitely go back to try all the other flavors ! I wish they sold freezer versions of their taiyaki so I could eat them at home. Service was relatively fast. You order from a kiosk. The chairs are also really comfy AND they keep it nice and toasty inside. So having shaved ice is perfect in there even on a cold day :))

A great spot to get bingsu in the UW area for the shaved ice taste as well as the lively and cute cafe atmosphere. The bingsu is sweet and good and the perfect way to cool off on a hot summer day. Just beware that this place can get busy and have long wait times during peak times. Food I like to get the strawberry bingsu (shaved ice) but there are many other flavors as well. The strawberry is fresh and they layer them on beautifully on top of the mound of shaved ice. They also give you some condensed milk to drizzle on top (best part). The shaved ice is sweet and perfectly cold when served so that everything isn't melting when you get it. The dessert is sweet but not overly too sweet which I really enjoy. Overall, a great spot to check out for bingsu in the UW area when not busy. Atmosphere Lively and casual place to hang out with friends and get bingsu. There are many seats but they can be a lot of people and students here taking up space and chatting for a long time. Noise level can get loud at peak times. The wait can also be very long when they're busy. Pricing Prices are average for bingsu in the Seattle area. There are multiple sizes but really you get as much as you are paying for. I like the large size the most. Service Self order on the kiosk and then they will call it out when finished. Staff is friendly. The wait can be long though depending on how busy the store is. Other Street parking only but there is usually spots around if you look hard enough. May have to walk a bit though.

Cheesecake bingsoo was good-- not too sweet, just the right amount of sweetness. We got the 'single serving' size, and it was big enough to share with two people. The nutella taiyaki had a croissant-like texture. When we got it, it was super hot and fresh, but we expected more filling. Not too sweet either.

I love getting bingsoo here and I have introduced my friends to it as well. Highly recommend getting the extra cheesecake bits. This is self-service so you order on a kiosk and grab your own utensils, water, and napkins. This place is further up the Ave but definitely worth the walk. The ambiance is more casual and there usually isn't a problem finding a table.

Their injeolmi red bean transported me to Seoul - this seriously tastes just like it does at popular bingsoo spots in Korea!!! The ice is the perfect milky consistency, the injeolmi rice cake is soft and chewy, and they don't skimp on red bean. This place feels super modern with a self ordering kiosk. It gets super busy on summer nights, so I wouldn't recommend seating larger parties.

Arrived here on a Friday afternoon with a friend at 4 pm for some Korean shaved ice! The place has a minimalist aesthetic with its ambient lighting, plush decor, and marble white countertops. The place had a few customers already dining from couples, families, and groups of friends. We ordered through the self serve kiosk and shared a regular Blueberry Cheesecake Bingsoo that's good for 2-3 people. Their Bingsoo comes in different quantities from small, regular and large Lovely tower of color from the deep indigo from the blueberry and pastel white from the cream and shaved ice. Super refreshing crunch with each and every bite, especially on a warm day. The blueberries were oh so sweet and the cheesecake bites were so thick and creamy. Couldn't believe that we finished it in a single sitting! Notice: you'll bus your own table for clean up. Would definitely come here again!!

Bingsoo is the perfect light desert! I've had the Oreo and espresso. Don't skip on the condensed milk.

Fantastic dessert spot in University village, We tried their ube and injeolmi Bingsoo. Ube was delicious. It has a great vibe inside and the staff is very friendly.

Snowy village is one of the best desert cafe on the ave. The interior is very cute and the food is great. The food also looks aesthetically pleasing which adds to the experience. They have a lot of different options, but I would highly recommend getting the strawberry shaved ice and the custard taiyaki.

Came here on a hot day and it definitely hit the spot! Texture of the snow was perfect and it was not too sweet. It is simply milk, shaved ice, watermelon and condensed milk. I'd come back again to try other flavors! Checkout is a virtual kiosk and so there is virtually no service fyi.

We had a hunkering for patbingsu, shaved ice, snow... finally we found it! Texture is perfect, great flavor combinations. A good balance of red bean & condensed milk... I think about it now and my mouth waters. It's the kind of place where you order off of an electronic menu & then they call your number. It's fast & efficient because when you want snow well you want it fast not just because you know it's snow & it melts

Their bingsu is delicious! The Mango is good. Juicy, ripe fruit with whipped cream piled high. The Injeolmi is EVEN BETTER. Topped with red bean, mochi-like rice cake, almonds, and injeolmi (roasted soybean) powder. There's a self-order kiosk at the front, where only one person can order at a time. The line backs up pretty quickly, as you can imagine, when people are slowly browsing the menu and toppings on the screen. The workers stay in the back making bingsu, and they eventually bring your orders to the counter. The tables were sticky and the bingsu took 20 minutes to come out. But aside from those two minor inconveniences and slow ordering, everything else is great.

So delicious and great value for the money. The smallest size for enough dessert for two people. Lots of seating and has a restroom. Was made quickly!

Soooo good sooo refreshing I recommend the strawberry one. Will definitely have to come back , great service and portions are huge!!!

Clean, woodsy space. Ordering is automated and staff is quick to make these gorgeous piles of bingsu and fruit and milk and whipped cream. The mango was fresh, the bingsu was not overly sweet. Whether you want to go fruity or creamy/nutty, this will satisfy your dessert craving.

Snowy village is one of my favorite spots for Korean-style bingsoo! It's different from shave ice in that it uses a milk base, so the ice is creamy. I was surprised to find that snowy village now offers non-dairy options! As a lactose intolerant person, I was very excited. There are a limited number of non-dairy flavors. It uses an oat milk base and coconut milk ice cream. Unfortunately, I think I prefer the milk-based ones better. The ice is more dense in the non-dairy, and the coconut ice cream just isn't as good as regular ice cream. I am so happy that it's an option though!! The regular size easily feeds 2 in my opinion. There was ample street parking outside the shop and there is a restroom in the shop. There is a lot of seating and self-serve water. It's a casual place that students can sit and do work in (as it's in Udistrict). The staff all stay in the back rooms. We ordered off a screen and never interacted with a single person.

Post dinner we want to get some dessert and this place was the closest as we were heading home. Went with them taro bingsoo. Hands down they fill the cup to the brink quite literally. Was pretty good but have had the shaved ice that's more fluffier elsewhere but it's decent enough. Has that "Asian" sweetness. Additional toppings can be added but we decided to try the basic without too much of the toppings as it may be too much. At one point thought the spoons were metal but they were plastic which were interesting. And need to bus and clean own table after finish dining in. We saw that notice on the table but not noticeable enough for first timers like ourselves who are just visiting from out of town. Would recommend them to post that notice near the front self ordering kiosk so guests can know

This is a great spot for bingsoo, a Korean shaved ice dessert that can come topped with fresh fruit or other Asian flavors. We ordered the mango bingsoo, and the portion size was so big, it was easily able to accommodate our group of 3. The mangos were fresh and juicy, but if the sweetness gets to be too much for you, they also have self-serve water in the dining area. As for the ambiance, it's a pretty casual dessert shop, and I saw a couple of students studying and hanging out in the restaurant. My only complaint would be that a lot of the tables seemed sticky with fruit juice and melted ice cream, and could probably do with a little bit more attention. I'd still definitely come back and try some of their other flavors as well!

This place served one of the best bingsoo I've ever tasted! My friends brought me here on a weekend afternoon while we were around the UW campus area and it was the perfect treat to have after walking around! You order on a kiosk where they offer several different bingsoo flavors, including seasonal ones, and they also sell taiyaki. You're able to customize your order with sweetness level and additional toppings, but we decided on the regular black sesame flavor, which also came with red bean, rice cake mochi, and a large scoop of vanilla ice cream. The total came out to be a little over $16 though the portion was honestly much larger than I expected and it was more than enough to split between the three of us. They also even offer an option for "split versions" in case you wanted to try more than one flavor! The bingsoo was so light and fluffy and I really appreciated how they took the time to create so many layers within the cup, so that the toppings are equally distributed in each bite instead of just on the top :) The space was clean, well-lit, and had a ton of cute decorations and polaroids hung up and I'm not surprised it's a popular place to hang out with friends to catch up and enjoy a sweet treat. One last tip - make sure to ask for an extra empty cup or two in case you decide to split because some of the bingsoo will definitely overflow since they pile up everything so high!

This dessert place boasts flavored shaved ice with whipped cream. The flavor is exactly as it sounds, sweet whipped cream with your flavor of choice! The inside was a little bit crowded around 9:20 near closing time. We noticed that the kitchen was a bit backed up/ took up to 30 minutes for them to give us our dessert. Other than that, everything else was fine!

The bingsoo here is honestly so mid, I've definitely had a lot better elsewhere. Their ice doesn't taste like anything other than condensed milk. I would only come here for for the aesthetic of the bingsoo :')

This is a fun and interesting take on ice cream/shaved ice. It's shaved frozen milk. The flavors are great and the presentation is nice. The location isn't great and not super inviting. Service can be slow since it's just one person working. Overall I would continue to return for the "snow" just keeping in mind that if they have a crowd you will be waiting for some time and the seating is pretty uncomfortable.

This spot is located in U-District with big windows that provide a lot of natural light (when it's sunny). You order from this huge kiosk and then grab your order. They also have seasonal flavors, such as mango in the summer. My friends and I tried two bingsoos, the strawberry and black sesame. First of all, these are huge bingsoos, even the regular size. The strawberyy comes with a generous amount of strawberry and a syrup mixed in through the ice. But I was pleasantly surprised by the black sesame, which was so good! It is tough to eat it all without your throat getting dry, so I recommend having some water. It is a little pricy but I recommend it if you want a light, refreshing dessert or to just relax or have a cute little date :) Follow my Instagram and TikTok @thephotographerfoodie! :)

I love this place for summer desserts! The service is just ok but the interior is very welcoming, open, and spacious. You can order via touch screen so it's pretty quick. They have a lot of flavors and is easily shareable with 2-3 people. We got the kinako (injeolmi) flavor which is slightly savory but also a bit sweet as well. It's topped with soybean powder and mochi so just a lot of texture! We were able to share this between the three of us after a meal and it was a nice little dessert at the end of a good meal.

Finally was able to pay a visit here with some friends last Saturday. We were hoping for the mango but it's not in season so we went with a large black sesame for the four us. Was so delicious nice and nutty and light in texture it was a nice dessert cause you didn't feel overly full from it. It was raining outside but didn't keep people from coming in for this frozen treat. Staff was helpful and they have cups and extra spoons to make splitting it with others easier. There is ice water as well for self serve. Nice clean bright space with a cute neon sign. Looking forward to going back during mango season appreciate that they serve it when it's in season which means they're using good fresh mango.

Hubby and I have been to Snowy Village when it use to be in San Jose I believe. It was our favorite place once we had tried it for the first time, that when we were in the area we wanted to stop by again, only to find out that it was closed down! When we travel we like to go and try out different dessert places and when I was searching I saw Snowy Village! We were both so excited to be able to have their shaved iced again. When we arrived we got lucky to find parking right in front. There's a big kiosk for you to order. We were so sad that they ran out of mangos because that is our favorite, so we went with strawberry instead. After ordering we sat down and waited for them to call our order. The shaved iced was good, but it wasn't the same when we first had it. We still enjoyed it nonetheless, but it could've been better. We may stop by whenever we are in the area.

Soo yummy. We went back to try another flavor and the strawberry and Oreo went really well together. Can't wait to try more flavors!

Came here after a long day out exploring Seattle and it was super busy even at 8pm! Ordering was super easy with the kiosk and I recommend coming earlier than we did if you want to try the different fruit bingsu! The strawberry was the only fruit option available at 8pm as the others were sold out. I really enjoyed the bingsu and recommend sharing with a friend or two! The strawberry bingsu had the perfect amount of sweetness and the large could definitely feed upwards of 3 people since we were struggling to eat it all before it melted with just two of us! There was not only lots of strawberries up top but also layers of it between the milky flavored bingsu! I can't wait for the next time I'm in Seattle to come back and try the different fruit flavors! :)

Food (4/5): We ordered the black sesame shaved ice. There was a layer of black sesame powder around the ice, and on top was ice cream, red bean, and mochi. If you ever had those black sesame porridges as a kid, it tastes exactly like that. Super delicious! Service (4/5): You order through a big tablet at the front, and they yell out your order when it is ready. It took a while for our shaved ice to arrive. Ambiance (4.5/5): The shop was well decorated and well-lit. Overall (4/5): It is a solid spot to grab some dessert with friends! They have a variety of shaved ice options.

LITERALLY SOOOOO GOOD!! It's a perfect place to study and there's plenty of other options besides bingsu along with drinks! The smallest size is $12 which may seem like a lot but it's actually HUGE and I could barely finish it on my own. It's super pretty in there and easy to order but they don't take cash as it's self order on a screen!

Walking into the cafe, the place was so cute and nicely decorated. There's a big kiosk in which you order from and although there are limited options, they're all very good! I was able to do half-half with the strawberry and mango and change the sweetness, which were a huge pluses. As there seems to typically just be 1-2 people working per shift, it does take a bit of time for your order to come out, however, the staff is very friendly and sweet. The bingsoo is very light and fluffy and being able to change the sweetness was a huge plus, because my friend and I got 70% and it was perfect. We both got smalls, but honestly, you could share one small between two people as the portions are pretty generous. The taiyaki there is also really good too! Definitely a go-to everytime I go to Seattle!

I normally go for the mango bingsoo but they were sold out so we went for the strawberry this time! Was still very yummy. We got the medium/normal size and it was jus the right amount for 2 people. Also decided to get the condensed milk add-on. Was pretty crowded when we went around 8:30pm on a weeknight, but was still able to get seating. Also got the pizza Takoyaki the last time i came and it was quite fun.

I came here late right for closing of the restaurant. It was very ironic because there was a fire truck with a fire going on on the building to the right side of snowy Village when I went for the first time. but I knew that the cold shave ice we keep me safe. Upon entry, you can order on a tablet or shaved ice in there a lot of different options. We went for a more classic option:: the injeolmi flavor and a more contemporary the blueberry. Make sure if you want a shave ice to go you classify that or state that you wanted in person because the default us was a to go container versus an in person tray, which makes it really hard to eat if you're physically at the restaurant . The snows come with tons of condensed milk, which is always my favorite free of charge, and the consistency reminds me so much of the Bingsu I have had in LA which we don't have here. both flavors were really great with toppings throughout the ice which is so enjoyable and tons of toppings. the consistency of the ice was also really great with a nice milky texture. To snows are probably perfect for 3 to 4 people. Would definitely come back again to try some more flavors!

We loved the flavors we ordered. As always we were very happy with snowy village and the crushed ice they provide since it's so fine and has a 'dusty' texture. Overall experience was great! However there was only two people in working so the person in the counter usually helps out in the back to make the dessert, so it gets awkward looking for a person to get a code for the bathroom.. but the code is 8888 just in case you need it!

This place...holy ****! I love pretty much all Asian food but have somehow never had this Korean dessert before. Bingsoo may be my new favorite thing. Tried the mango and the strawberry - heaping piles of fluffy snowy sweet deliciousness. Both flavors were heavenly. Worth every single dollar paid. Will definitely come back next time we're in town!

I've been here so many times because it is so good!! The bingsoo melts in your mouth and the different flavors are so fun. They're all quite similar in how they're layered (toppings, bingsoo, and extra fruit inside), except the watermelon one has a stack of watermelon fruit balls on the top and the actual bingsoo is inside the watermelon. My partner's favorite is the strawberry because "the acidity balances out the sweet" but I thought the taro one was pretty good : ) especially the with taro ice cream scoop on top Some tips: 1) The bingsoo is already pretty perfect without any toppings. They add layers of the fruit flavor inside the bingsoo anyway, so you don't need extra condensed milk to keep it sweet/flavorful. 2) You can easily split the regular size with another person. Some people order the single size for themselves and stay around to study

The bingsoo is great--I've tried a lot of the flavors and they've all been delicious but my favorite is the mango, when they're in season and sweet and buttery. The only complaint I have is, it's a little pricey for a pick-me-up dessert, but the size is pretty big and the "snow" is light and fluffy. Perfect to share with a friend! The taiyaki is also consistently great and comes out piping hot. I've had the red bean and the custard and I like the red bean the most. It's super flaky and steaming hot so be careful when you bite in! Overall I come here pretty often to satisfy my sweet tooth and I will continue to come back. The quality is pretty consistent, although it does take a long time sometimes. I think the last time I was here it took maybe 20 minutes or more just to get taiyaki, and I've experienced similar waittimes in the past.

the shaved ice is so fine and fluffy, and I like that you can pour the milk over yourself so it keeps the snow light. the portions are generous so it's value for money and perfect for sharing. service is very fast! plenty of seating.

A little out of the way from UDub's main food hub, we would have to walk a mile here--and I would gladly run a marathon if it means diving into floofy goodness. Grab a friend, get the regular Mango Bingsoo with 75% sugar, and dig into the layers of light whipped cream, sweet mango, and milky ice. Delight in the mess you'll inevitably create as the ingredients dribble down the side of the cup. These different ingredients are balanced so it's less sweet than ice cream! This is a must-visit!

I came here excited to try their highly praised shave ice, and I must say, it didn't disappoint in flavor and quality. However, the long wait of an hour took away from the overall experience. It was noticeable that the staff, busy with preparing orders, couldn't manage to greet customers, which added to the sense of disorganization. Moreover, seeing the staff looking overworked made me feel quite concerned. Despite the delicious shave ice, these aspects have led me to decide against returning, hoping for improvements in the future for a better balance between service and quality.

Wanted to love this place but had a really bad experience. Granted it could have just been situational but felt like this was handled completely unprofessionally. We waited 55 minutes for our order and finally received. They did not give us any insight that it was going to take very long. It also seemed like staff had tension. We had to wait an additional 15 minutes on top since we ordered the Taiyaiki and the machine seemed like it was having issues (smoking and dripping). Served us uncooked Taiyaki. Sad that this happened but hope it can be constructive to business.