Founded by BeShock Ramen & Sake Bar owner and certified sake sommelier Ayaka Ito, Asa Bakery debuted in San Diego's East Village in August 2023 as part of a trio of concepts that also included Bar Kamon and the intimate omakase restaurant Sushi Gaga, which has since evolved into Sake Bar Gaga. Inspired by the traditional kissaten cafés of Ito's hometown of Nagoya, Japan, Asa Bakery quickly developed a devoted following for its meticulously crafted pastries, artisan breads, specialty coffee and Japanese tea beverages.
The bakery's popularity exploded immediately, with customers routinely lining up before opening time and many of its most coveted pastries selling out by early afternoon. Signature items like the spiral-shaped Naruto croissant, ribbon caramel croissant, chewy mochi-flour bagels, Hokkaido milk bread and savory Japanese breads have made Asa one of San Diego's most photographed bakeries and earned widespread acclaim among local food enthusiasts.
Now, Asa Bakery is taking its first step beyond East Village. Beginning July 8, the bakery will operate a daily café pop-up inside THE LOT's street-facing café space, located at 7611 Fay Avenue in La Jolla Village. The collaboration will feature a selection of Asa Bakery's signature pastries alongside handcrafted coffee and specialty beverages, offering customers a grab-and-go option from 8:30am to 2pm each day.
The move marks another evolution for THE LOT La Jolla, whose food and beverage program has undergone several changes in recent years. In summer 2024, the luxury cinema rebranded its full-service restaurant as Zentrl Kitchen + Bar with an expanded all-day menu while continuing to position itself as a neighborhood dining destination in addition to a movie theater.
For Asa Bakery, the partnership provides an opportunity to introduce its highly regarded baked goods to a broader audience in one of San Diego's busiest coastal neighborhoods while maintaining its flagship operation in East Village.
Whether you're looking to finally try one of the bakery's viral pastries or simply want a quality coffee before work or the beach, La Jolla residents will soon have a much more convenient way to experience one of San Diego's most celebrated Japanese bakeries.
Asa Bakery's café pop-up opens Wednesday, July 8, at THE LOT La Jolla, located at 7611 Fay Avenue. For more information, visit asabakerycafe.com and thelotent.com.
Originally published on July 8, 2026.
