Numi Yumi opened on December 17 at Fashion Fair Restaurant. Photo by Ben Hensley
Posted on December 28, 2022 – 1:55 pm
Written by Ben Hensley
The fashion show restaurant just got a little sweeter this holiday season, introducing customers to the unique taste of Taiyaki – a Japanese pastry that comes in a variety of flavors and customizable options.
Nummy Yummy opened its doors on December 17 in the Fashion Show Mall. Owned and operated by Serena, Diamond and Sierra Lee, Numi Yumi was founded to take the pressure off a mother of three who was diagnosed with cancer last year.
“We want to work to get her out of her job,” Serena said. “It was time for her to go back to work even though she was still diagnosed.”
Following her mother’s diagnosis, Serena and her two sisters brainstormed what they could do to help their mother, she said.
After discussing options including mochi donuts, the family decided on taiaki — their father’s first dessert in America after immigrating following the Vietnam War.
“It means a little bit to our family,” Serena said.
Taiyaki – not to be confused with teriyaki – is a Japanese delicacy that Serena describes as having a “waffle-like” texture, a dense exterior and a soft doughy interior. Taiyaki can be customized with different fillings and wrappings.
Cold taiyaki comes in a cone shape. It works like an ice cream cone and can be customized with boba, sprinkles, Oreo crumbles and fruit pebbles.
The sisters plan to eventually add more customizable flavors and options as well as other main dessert dishes to the menu.
While there is no timetable for expansion, Serena said the sisters are confident the business will gain traction and eventually expand.
“If we can, we hope to franchise it eventually,” she said.
After sampling their products with family and friends, their Dec. 17 opening has brought a fair amount of traffic to the store, with Serena saying their Instagram account — the main form of marketing for up-and-coming business — has seen more than 300 new items. Followers.
As first-time business owners, Serena hopes the sisters will continue to evolve into the business landscape and learn from their experiences.
“I hope everyone will come and support us,” Serena said.