MYKA is the frozen yogurt revival at maximum velocity: founded in Madrid in 2023 by chef Natalia Morales and entrepreneur Javier Ezquerro, 175-plus stores opened across 23-plus countries in three years, and growth equity from MSC 3 Capital fueling four-continent franchising since August 2025. The founders retain majority control, and that's real — but a franchise machine this fast means wages, sourcing, and standards are set shop-by-shop across dozens of countries with nothing published about any of it. The product story is artisanal; the structure is expansion math.