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Noona's Ice Cream & Bakeshop Has Closed On 5th Street

After nearly 16 months, Noona's Ice Cream & Bakeshop has closed at 304 E. Fifth St.

This was the first storefront for entrepreneur Hannah Bae, a Queens native who launched her brand of Asian American ice cream flavors eight years ago. Her products are sold in several NYC businesses, including H Mart.

Bae shared this message on the brand's website, highlighting the challenges of a small food operation in NYC:

After 9 years of Noona's and a year and a half of operating our East Village ice cream-bakeshop , I've decided to close the storefront. Our first run at it was a hard and amazing experience, and I wouldn’t trade it for the world. As y'all know, NYC food establishment turnover is a thing and although we're all paying a leg and an arm and then some for food on top of everything else, food business owners based in NYC operate on some of the slimmest margins.

With that said, I'll be rebooting Noona's (just without a NYC-based brick & mortar). I can't give more details than that at the moment, but Noona's will see y'all soon again.

The shop opened in December 2024 and featured scoops of ice cream, mini sundaes, ice cream sandwiches, ice cream cakes, regular cakes (baked on-site), and other baked goods.

Locals enjoyed the desserts... though this block between First Avenue and Second doesn't have robust foot traffic.

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Noona's Ice Cream & Bakeshop Has Closed On 5th Street

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