A new international dessert destination appears to be joining the Sandhills dining scene. Signage for Fuwa Fuwa, a cafe specializing in Japanese-style soufflé pancakes, has been installed in the shopping center anchored by Staples, located near Walmart and Chick-fil-A in Aberdeen.
While an official opening date has not been announced, signage has been hung, and a peek through the windows reveals a colorful storefront currently under construction.
Fuwa Fuwa, which translates to “fluffy fluffy” in Japanese, describes itself as North America’s largest soufflé pancake and dessert brand. The company’s signature dish is a cross between a traditional pancake and a soufflé, known for its soft, airy texture.
The brand’s process differs significantly from standard American pancakes. According to the company’s website, each pancake begins with egg whites whipped to soft peaks to create volume, then cooked low and slow.
The pancakes are typically served with a variety of fruits and house-made sauces. While the dish originated in Japan for use at weddings and celebrations, the company has marketed it as an all-day menu item suitable for breakfast, lunch, or dinner.
There’s more to Fuwa Fuwa than just pancakes, though. The menu traditionally includes:
• Macarons: A thick, Korean-style take on the French macaron.
• Basque Burnt Cheesecake: A creamy, crustless cheesecake with a caramelized top.
• Savory Options: Items such as eggs Benedict for those seeking a traditional breakfast.
• Beverages: A selection of artisan hot drinks, specialty coffees, and ice cream.
“Why limit happiness to just one part of the day?” queries the company in its mission statement. “At Fuwa Fuwa, our all-day menu ensures that you can indulge whenever you please. Be it breakfast, lunch, dinner, or anything in between, our carefully curated all-day menu is designed to elevate your experience, whether you’re starting your morning with purpose or winding down in the evening. We deliver happiness, at any time you choose.”
The brand first launched in 2018 in Toronto, Canada. Since then, it has expanded rapidly, opening locations in the United Kingdom, China, and across the United States.
The company founders state that the cafe’s design and menu are inspired by the “joy of dessert” and the memory of family celebrations. By using locally sourced milk and avoiding artificial additives, the chain aims to offer a product that is “never overwhelmingly sweet.”
Representatives for Fuwa Fuwa have not yet responded to requests for comment on a specific grand opening timeline for the new location, but updates may be forthcoming.
Abegail Murphy | Assistant Editor
Article and photo of signage by Sandhills Sentinel assistant editor Abegail Murphy. Abegail has been writing for Sandhills Sentinel since 2021.
Photos of food via Fuwa Fuwa website.
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