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It truly feels like the year of the bakery in New York.
Just a few weeks after the debut of Radio Bakery's new location in Prospect Heights, another New York favorite has expanded its footprint: the Taiwanese American Win Son Bakery now also operates at 23 Second Avenue by First Street in the East Village, dishing out its signature scallion pancake breakfast sandwiches to the masses.
The business' original outpost, which debuted to much fanfare in East Williamsburg back in 2019, still stands, right across the street from owners' Trigg Brown and Josh Ku’s full-service restaurant, Win Son.
According to the online menu, the offerings at Win Son Bakery in the East Village will basically mirror the ones served in Brooklyn: scallion pancakes made any which way (filled with mortadella, egg and cheese, shrimp and more), custard toasts that are trendy in Taiwan, a toffee chocolate chip cookie that can rival some of the best in the city, sticky rice rolls, salads, chicken boxes and milk buns (basically, their own version of a hearty, creative sandwich), among plenty of other options.
We expect long lines outside of Win Son Bakery this weekend—the first full weekend of operations—especially given the success of the owners' pop-up last summer, when the duo took over Vallata, Tom Colicchio's Italian restaurant in Gramercy, for a limited run.
In addition to riding the wave of bakery expansions, the business is also likely benefiting from an overall interest in authentic pan-Asian flavors. This May, a new Asian food hall with 10 different vendors is set to open in Long Island City, for example.
Back in January, Japanese brand Muji launched its first-ever gastronomic venture inside Chelsea Market, serving snacks, drinks... and coffee brewed by a robot. Earlier this week, Japanese retailer Uniqlo followed suit, debuting its first North American coffee shop in midtown Manhattan.