Creating a Consistent Home for Vietnamese Coffee in Hell’s Kitchen

Over the past few months, one of the most common things we heard from guests was the same question: “Where can we find you next?” Too often, people discovered us after a pop-up had already ended — and the moment was gone.

That’s why our ongoing partnership with Cubby’s in Hell’s Kitchen mattered so much to us. Throughout the last 2 months of 2025, we worked together to create something dependable: a consistent place where people could experience Vietnamese coffee and matcha without having to chase pop-ups or rely on perfect timing.

Every Saturday, guests were able to stop by knowing they’d find the same care, quality, and hospitality — from bold Vietnamese coffee to thoughtfully prepared matcha — right in the heart of Midtown Manhattan. It wasn’t about hype or scarcity; it was about showing up, week after week, and becoming part of the neighborhood.

This collaboration reflected what makes our work different. We don’t just serve drinks — we build presence, consistency, and community. And by partnering with a local business like Cubby’s, we were able to introduce Vietnamese coffee to new audiences while creating a familiar ritual for those who kept coming back.

For us, this wasn’t just a residency. It was a step toward making Vietnamese coffee a permanent part of New York’s everyday coffee culture.