"Roji Bakery began as a small bakery in Kumamoto, Japan in 2006. The owner, Mr. Tokunaga, met his future business partner, Japanese-American owner Mr. Shin, and decided to collaborate on a bakery in LA, which opened in September 2019. Shin said they felt inclined to formulate the business to fit in with American culture and curate a menu with more American-influenced pastries. But over time, they realized the nostalgic comfort of their classic Japanese baked goods was starting to translate. While Asian customers were taken back to their childhoods with the curry pan and milk loaves, non-Asian customers loved trying different flavors like black sesame and matcha. With this, Shin said they felt more confident in staying authentic to their roots while also putting their own spins on classic pastries. When they first opened, they relied on passers-by to discover the shop, but when the pandemic hit, Shin used social media to promote the business. Through the virtual food community, they’ve gained a lot of traction in La Brea, and hope to continue developing those relationships both digitally and in person. Order this: The milk loaf and a few croissants." - with warm welcome, leslie yeh
