Win Son Bakery

Win Son Bakery
Interactive map of the Win Son Bakery area
General information
Location164 Graham Avenue, Brooklyn, New York, United States
Coordinates40°42′26″N 73°56′35″W / 40.7072°N 73.943°W / 40.7072; -73.943
OpenedSeptember 3, 2019

Win Son Bakery is a Taiwanese American bakery in New York City with one location in Williamsburg, Brooklyn and another in East Village, Manhattan. Operating all day, it functions triply as a bakery, coffee shop, and diner with bar service.[1][2] It is known for its fusion dishes—spanning Taiwanese, French, and American influences—like the scallion pancake bacon, egg, and cheese and millet mochi donut.[3][4]

History

Williamsburg

In 2016, Trigg Brown and Josh Ku opened a Taiwanese American restaurant called Win Son in Williamsburg.[5] In 2018, they announced plans to open a café-restaurant called Win Star.[6]

One year later, on September 3, 2019, Brown and Ku opened Win Son Bakery as an "all-day café spinoff" in Williamsburg with general manager Jesse Shapell and pastry chef Danielle Spencer.[7][8][9] It had soft-launched, with breakfast service, starting at the end of August, and trialed many of its dishes at pop-ups over the summer.[2][10] Immediately, it gained lots of popularity through TikTok.[11]

Months after, in October 2019, Win Son Bakery hosted chefs Ed Crochet and Justine MacNeil, of the restaurant and bakery Fiore, for a one-day pop-up of Italian cuisine.[12]

At the beginning of the COVID-19 pandemic, Win Son Bakery began delivery and takeout orders in April 2020 after weeks of closure.[13]

In 2022, Win Son Bakery began its foray into ice cream, starting with soft-serve froyo pints before launching two gelato flavors—black sesame and raspberry crunch, as well as red bean pistachio mandarin orange swirl—in line with anticipation of Lunar New Year.[14]

East Village

In February 2024, Win Son Bakery submitted a community board application for another location in the East Village.[15] It officially opened on March 19, 2025 after operating exclusively through DoorDash orders earlier in the month.[7] The new storefront featured two new menu items: fish and pork bian dangs.[16]

Cookbook

Ku and Brown, along with writer Cathy Erway, released their cookbook, Win Son Presents: A Taiwanese American Cookbook, in 2023. It was nominated for a 2024 IACP Award in the Chefs & Restaurants category.[17]

Critical reception

The Infatuation gave Win Son Bakery's East Village location an eight out of ten.[3] Time Out gave it four out of five stars.[18]

In October 2025, The New York Times named Win Son Bakery's pine nut sun cookie as one of 25 essential pastries to eat in New York City.[19] Grub Street highlighted its burger, which features doufu ru and is served on milk bread.[20]

In September 2019, Eater called Win Son Bakery "Full of QQ Pleasure" and stated that it "speaks the visual language of a cool West Coast avo-ricotta joint, but it builds upon the traditions of longtime players serving up honest, delicious, and affordable pastries in this field."[21]

In December 2019, Bon Appétit featured Win Son Bakery in its Highly Recommend column, specifically lauding its fan tuan, or Taiwanese rice roll.[22] The publication also released a video in December 2023 wherein Hong Kong chef Lucas Sin and Wenwen and 886 chef Eric Sze attempted to eat everything on Win Son Bakery's menu.[23]

References

  1. ^ Goldfield, Hannah (2019-11-01). "The Auspicious Treats of Pilar Cuban Bakery and Win Son Bakery". The New Yorker. ISSN 0028-792X. Retrieved 2025-12-24.
  2. ^ a b Koffler, Abigail (2019-08-30). "It's Here: Win Son Bakery Brings Taiwanese Pastries and Fried Chicken to East Williamsburg". Bushwick Daily. Retrieved 2025-12-24.
  3. ^ a b "In the East Village, Win Son Bakery is overstimulating as ever". The Infatuation. 2025-02-21. Retrieved 2025-12-24.
  4. ^ Winslow, Bryce (2025-03-07). "Win Son Bakery Brings Taiwanese-American Culinary Fusion to East Village with New Manhattan Outpost". Hoodline. Retrieved 2025-12-24.
  5. ^ Tuder, Stefanie (2019-09-03). "Inside Win Son Bakery, Williamsburg's Offbeat New Taiwanese-Centered Cafe". Eater NY. Retrieved 2025-12-24.
  6. ^ Tuder, Stefanie (2018-07-26). "Hit Win Son Team Is Opening a Taiwanese Cafe in Williamsburg". Eater NY. Retrieved 2025-12-24.
  7. ^ a b Orlow, Emma (2025-03-06). "Win Son Bakery Opens in the East Village With Scallion Pancake Breakfast Sandwiches". Eater NY. Retrieved 2025-12-24.
  8. ^ Lynch, Scott (2025-03-27). "Win Son's Banging New Bakery in the East Village". Hell Gate. Retrieved 2025-12-24.
  9. ^ Vianna, Carla (2019-08-19). "Williamsburg Hit Win Son's Anticipated New Taiwanese Cafe Will Be a Pastry Extravaganza". Eater NY. Retrieved 2025-12-24.
  10. ^ Lynch, Scott (2019-08-26). "Already Popular Win Son Bakery Now Open For Breakfast In Brooklyn". Gothamist. Retrieved 2025-12-24.
  11. ^ Fortney, Luke (2024-02-12). "Brooklyn's Popular Win Son Bakery Plans Manhattan Location". Eater NY. Retrieved 2025-12-24.
  12. ^ Dai, Serena (2019-10-08). "Philly Pastry Phenoms Fiore Are Serving Plump Italian Doughnuts in Brooklyn Today". Eater NY. Retrieved 2025-12-24.
  13. ^ Fortney, Luke (2020-04-08). "Taiwanese-American Favorite Win Son Reopens for Delivery and Takeout Only". Eater NY. Retrieved 2025-12-24.
  14. ^ Davey, Emma (2022-02-03). "Win Son Bakery Launches New Ice Cream Flavors for Lunar New Year". Greenpointers. Retrieved 2025-12-24.
  15. ^ Spivak, Caleb J. (2024-02-12). "Win Son Bakery Eyes East Village Expansion with New Café and Restaurant". WhatNow New York. Retrieved 2025-12-24.
  16. ^ Dev, Krish; Li, Ethan (2025-05-06). "New eats near NYU: A restaurant-turned-bakery serving bold Taiwanese flavors". Washington Square News. Retrieved 2025-12-24.
  17. ^ Hecht, Lisa. "2024 IACP Awards Finalists". IACP. Retrieved 2025-12-31.
  18. ^ Carter, Morgan (2025-06-06). "Win Son Bakery". Time Out New York. Archived from the original on 2025-06-09. Retrieved 2025-12-24.
  19. ^ Riley-Adams, Ella; Acheampong, Nicole; Chen, Jason; Cooper, Becky; Fortney, Luke; Oster, Mackenzie; Quittner, Ella; Tchou, Wei (2025-10-21). "The 25 Essential Pastries to Eat in New York City". The New York Times. Archived from the original on 2025-11-05. Retrieved 2025-12-24.
  20. ^ Crowley, Chris (2019-09-04). "Your New Favorite Burger Might Be in Williamsburg". Grub Street. Retrieved 2025-12-24.
  21. ^ Sutton, Ryan (2019-09-27). "Williamsburg's New Destination Bakery Is Full of QQ Pleasure". Eater NY. Retrieved 2025-12-24.
  22. ^ Chaey, Christina (2019-12-10). "Happiness Is the Sticky-Sweet-Savory Pork Fan Tuan at Win Son Bakery". Bon Appétit. Retrieved 2025-12-24.
  23. ^ "Eating Everything On the Menu at NYC's Hottest Taiwanese Bakery". Bon Appétit. 2023-12-28. Retrieved 2025-12-24.
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