Check Out Ellie You’s Story

Today we’d like to introduce you to Ellie You.

Hi Ellie, we’d love for you to start by introducing yourself.
My name is Ellie, and I am the founder and chef of Harucake. I grew up in Korea and San Jose and later moved to Los Angeles to study graphic design. While studying, I worked part-time at a local bakery and realized that I was more passionate about baking than design. I made the decision to leave school and pursue baking full-time.

In 2019, I started Harucake as a ghost kitchen and Instagram shop. With no initial following, I focused on consistently creating and sharing my cakes. Over time, customers began to connect with my work, and the business grew steadily. After four years, I was able to open a physical store in Koreatown.

Harucake has since become recognized for its quality, unique flavors, and modern interpretation of Korean café culture. My journey reflects persistence, adaptation, and a strong commitment to building a brand from the ground up.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It has definitely not been a smooth road. In the beginning, one of the hardest parts was recipe development. I failed countless times without even knowing the reasons behind those failures. It took hundreds of trials to finally identify the factors and create consistent results.

I also had to teach myself custom cake design. With no mentor to guide me, I relied on constant experimentation. Through many mistakes, I worked to refine both the look and the taste until I found a balance that felt complete.

Another challenge was shifting my mindset from being only a baker to becoming a business owner. At first, I was focused entirely on creativity and details, but I had to learn how to balance artistry with scalability in order to build a sustainable business.

Opening the physical store was also far from easy—construction delays, permit issues in Koreatown, and the impact of COVID all tested my patience. Still, each challenge taught me the value of persistence and adaptability, and ultimately shaped Harucake into what it is today.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
At Harucake, I specialize in creating minimalist and modern cakes that combine unique flavors with high-quality ingredients. I am known for developing cakes that are less sweet than traditional American desserts, inspired by my Korean heritage and childhood memories. Our menu highlights seasonal fruits and traditional Korean flavors, such as mugwort injeolmi, roasted chestnut, and corn, reimagined in a modern way. In addition to cakes, our Soosoo Latte (corn latte) and Nuroong Latte(toasted rice latte) has also become one of our signature items, loved by many customers.

What sets me apart is my dedication to both quality and creativity. Every cake is baked from scratch daily using premium ingredients like ceremonial-grade matcha, organic dairy, and Valrhona chocolate. I also personally source the freshest fruits from local markets, often visiting several in a day to find the best produce.

I am most proud of how Harucake has introduced Korean café culture to Los Angeles. Beyond just cakes and drinks, we focus on creating experiences—whether it’s through our photo booth, thoughtful packaging, or seasonal concepts—that allow customers to make memories. I believe this combination of craftsmanship, authenticity, and cultural storytelling is what makes Harucake unique.

Is there anything else you’d like to share with our readers?
At Harucake, our vision has always been more than just making cakes—we want to create meaningful moments. Whether it’s for a celebration or simply a quiet afternoon, I hope our cakes can bring warmth and joy to people’s lives.

Looking ahead, we are excited to continue exploring new flavors and collaborations to grow Harucake in meaningful ways!

To the readers, thank you for taking the time to learn about my journey. I truly hope you’ll visit us in Koreatown, experience our cakes, and create your own special memories with us.

Contact Info:

• Website: https://www.harucakeshop.com
• Instagram: https://www.instagram.com/harucake_/

Image Credits
Hannah kang
Jason armond