Sections

Good to the last scale: Creamery hawking fish cones opens in W’burg

We all scream for ice cream: An employee at Taiyaki NYC’s new Williamsburg location showed off the creamery’s ever-popular unicorn cone.
Brooklyn Paper
Share on TwitterTweet
Share on Facebook
Subscribe

Don’t miss our updates:

It’s good lick!

An ice-cream shop whose fish-shaped cones are a social-media sensation recently opened in Williamsburg, making it even easier for locals to pick up the mouth-watering — and eye-catching — dessert inspired by a symbol of good luck in Japan.

A founder of creamery Taiyaki NYC — whose name is a combination of the Japanese words “tai,” which translates to sea bream, a species considered the king of fish in the Asian country, and “yaki,” which translates to fried — said he fell in love with the symbolic sea creature on frequent trips to Japan, and decided to transform it into an edible waffle cone stuffed high with swirls of soft ice cream.

“I travel back to Asia quite often, and fell in love with the concept in Japanese culture,” said Jimmy Chen, who was born in New York City after his parents immigrated from Hong Kong. “We strive to create a great experience that’s aesthetically interesting.”
Chen and his five co-founders — who are all first- and second-generation Asian-Americans, whose families immigrated from countries including Japan, China, and Taiwan — opened their store’s first outpost in Manhattan in 2016, before expanding to a second location in faraway Florida the next year.

And last month, they opened their third location on Bedford Avenue between Grand and S. First streets, in what Chen described as a unique storefront in a trendy neighborhood that compliments his creamery’s trending creations, which have drawn more than 85,000 people to follow Taiyaki on Instagram — a formidable audience that keeps business booming, he said.

“I think we’re truly in the golden age of social media. Everyone is on their phones, everyone has to take a picture,” Chen said. “Williamsburg is bustling. I personally come here frequently for the hipster community, for Supreme, and Smorgasburg. There’s a tremendous amount of activity.”

Customers can order one of the fish cones filled with vanilla, chocolate, strawberry, matcha, or black-sesame ice cream, or some combinations of those flavors, for $8 a pop, which includes a drizzle of syrups including caramel or chocolate and up to three free toppings such as crushed cookies, mochi balls, and sprinkles, with additional toppings costing 50 cents each.

For the same price, patrons can also choose from a number of “signature” cones that include a black sesame–matcha swirl option called “Straight Outta Japan” and the mythical “Unicorn” variety, which features a rainbow-sprinkles covered vanilla-strawberry swirl topped with gummy ears and a horn.

Horned-horse fans can also splurge on a “Unicorn Float,” a $10 milk-shake topped with whipped cream and sprinkles that comes with a small inner tube shaped like the magical beast, and looks just as good in photos as its cone counterpart, according to Chen.

“Last year, it was our most-popular ice cream — we’re really staying on top of trends,” he said.

And the six owners have yet to dream up their next internet-breaking confection, but are hard at work experimenting on new frozen sensations, Chen assured.

“We’re definitely in the lab,” he said.

Try a fish cone yourself at Taiyaki NYC [294 Bedford Ave. between Grand and S. First streets in Williamsburg, (917) 909–1856, www.taiyakinyc.com]. Mon–Thurs 1 to 10 pm, Fri 1 to 11 pm, Sat noon to 11 pm, Sun noon to 10 pm.

Reach reporter Julianne Cuba at (718) 260–4577 or by e-mail at jcuba@cnglocal.com. Follow her on Twitter @julcuba.
Posted 12:00 am, August 10, 2018
Today’s news:
Share on TwitterTweet
Share on Facebook
Subscribe

Don’t miss our updates:

Reasonable discourse

Enter your comment below

By submitting this comment, you agree to the following terms:

You agree that you, and not BrooklynPaper.com or its affiliates, are fully responsible for the content that you post. You agree not to post any abusive, obscene, vulgar, slanderous, hateful, threatening or sexually-oriented material or any material that may violate applicable law; doing so may lead to the removal of your post and to your being permanently banned from posting to the site. You grant to BrooklynPaper.com the royalty-free, irrevocable, perpetual and fully sublicensable license to use, reproduce, modify, adapt, publish, translate, create derivative works from, distribute, perform and display such content in whole or in part world-wide and to incorporate it in other works in any form, media or technology now known or later developed.

First name
Last name
Your neighborhood
Email address
Daytime phone

Your letter must be signed and include all of the information requested above. (Only your name and neighborhood are published with the letter.) Letters should be as brief as possible; while they may discuss any topic of interest to our readers, priority will be given to letters that relate to stories covered by The Brooklyn Paper.

Letters will be edited at the sole discretion of the editor, may be published in whole or part in any media, and upon publication become the property of The Brooklyn Paper. The earlier in the week you send your letter, the better.

MetroPlus Roosevelt Savings Bank Coney Island Hospital Brookdale VillageCareMax

Keep it local!

Stay in touch with your community. Subscribe to our free newsletter:

Optional: