Elly’s Pastry: The Japanese-Inspired Fruit Sandwich Quietly Taking Over NYC: Smart Comfy NYC [Nikkei Cross Woman Terrace]
This column is a full English translation of the article contributed to Nikkei Cross Woman Terrace on August 6th, 2023.
Is a Japanese fruit sandwich quietly becoming the latest food trend in New York City?
After seeing a photo of a cream-filled strawberry sandwich featured in the renowned online food media outlet Eater, I couldn’t resist heading to the shop the very next day. The article had piqued my curiosity, and I just had to see what all the buzz was about. Read the original Eater article here.
The shop, Elly’s Pastry, is located in Korean Town and only opened its doors about two months ago. Interestingly, it gained rapid popularity after a TikToker with 19.8K followers posted a video featuring Elly’s Pastry and its fruit sandwiches. The buzz spread quickly, and now their fruit sandwiches are a hot commodity.
You can even find the TikTok video linked in the Eater article.
https://www.tiktok.com/@lavivienyc/video/7238643800145481002
Elly’s Pastry was founded by two passionate women: Mika, the store’s representative, and Eriko, the talented pastry chef. Opening a food business in New York is no easy feat, so it's remarkable that they've managed to achieve such success in just two months.
I heard stories of customers who buy their fruit sandwiches in the morning, only to return in the afternoon for more. Some even enjoy their purchase right outside the shop and immediately go back for seconds. Clearly, they’ve already built a loyal fan base.
While the fruit sandwiches are drawing much attention, Elly’s Pastry is first and foremost a cake shop. Their signature offering is their exquisite fruit tarts. And with good reason: Chef Eriko honed her skills as a pastry chef for nearly 20 years at the legendary Japanese patisserie Qu'il Fait Bon, a name recognized by cake enthusiasts across Japan.
At Elly’s Pastry, she combines the delicate touch of Japanese pastry-making with a New York twist, offering not only tarts but also cakes and baked goods with her unique flair. Their "Fruits Sando" is not just your typical fruit sandwich; it’s a creation born from Eriko’s extensive experience and craftsmanship. It’s almost a new product category in itself. Who could have imagined a day when we could enjoy such delights right here in New York?
The charm of Elly’s Pastry doesn’t just lie in its products; it’s also in the personalities of its founders. Mika’s bright and cheerful demeanor, paired with Eriko’s sincere dedication to her craft, shines through in every aspect of the shop. This genuine, unpretentious style resonates with their customers. During my visit, I was struck by how consistently customers flowed in and out of the shop, all leaving with smiles on their faces.
Given its location in Korean Town, you might expect the clientele to be predominantly Asian, particularly Korean, but that’s not the case. The shop attracts a diverse range of customers, from various ethnic backgrounds and across all age groups.
It’s clear these two women are onto something special. The fact that a popular TikToker took notice and Eater featured them in an article is proof of their appeal. And let’s be honest, when it comes to sweets, they’re always a winner. So those who create these sweet delights are nothing short of heroes. How could they not be blessed with success?
As for my own indulgence during this visit, I savored the strawberry sandwich, mango sandwich, fruit tart, and a refreshing green tea yuzu drink (not all at once, of course! 😅). Every bite was a delight. Elly’s Pastry also offers an array of baked goods, which I’ve saved for my next visit.
With their New York-style Fruits Sando, beautifully crafted fruit tarts, and whatever new creations they have in store, I have no doubt Elly’s Pastry will continue to bring joy to the people of NYC.
Elly’s Pastry
https://ellyspastry.com/
https://www.instagram.com/ellyspastrynyc/
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