Cafe 2by2’s Tiramisu Lab Is Changing Dessert Culture in the East Village
Alongside the classic Italian tiramisu, their Chinese-inspired version has become a surprise hit.
With 18 rotating tiramisu flavors, poetic floral decor, and a cozy space made for Gen Z to hang out and shoot content, Cafe 2by2 is turning sweets into something personal.
From Industry Veteran to Dessert Specialist
Echo spent nearly a decade in New York’s food scene—working across hot pot, ramen, and barbecue restaurants—before launching something of his own. In 2023, he and his pastry chef partner opened Cafe 2by2, a small East Village dessert shop rooted in a love for sweets and creative freedom.
“I’ve always enjoyed desserts,” Echo said, “and my partner is incredible at baking. We wanted to do something small and beautiful. Something we could really call ours.”
The contrast from his past career was stark. Large dining halls, endless staff, nonstop rush. Here, the rhythm is slower. People sit, unwind, share a dessert or coffee, and often end up staying longer than they meant to. “It’s a different kind of rewarding,” Echo said.
A Tiramisu-Only Menu That Sets Them Apart
At first, the team offered a wide range: mousse cakes, puffs, toasts. But something felt off. It wasn’t distinct enough. Then came the idea that changed everything. What if they focused entirely on tiramisu?
They leaned in hard. Now, Cafe 2by2 offers 18 flavors at a time, rotating monthly and seasonally. Think Taro Mochi, Mango Sticky Rice, Earl Grey Chestnut, Pandan Coconut, and even a Durian Soybean, inspired by Thai desserts. Every slice is made fresh and served in small batches to preserve its light, creamy structure. “People are shocked when they see so many kinds,” Echo said. “Most only know the classic coffee-chocolate tiramisu. They try ours and realize how versatile it can be.”
Even better? It’s not overly sweet. “We wanted to offer flavors with depth and balance,” he explained. “A lot of customers say it’s their new favorite style of dessert.”
A Space That Feels as Good as It Tastes
Step inside and you’ll immediately notice: this is no ordinary café. The space is filled with colorful dried flowers, soft tones, and poetic lighting that casts a warm, golden glow over each corner. Echo designed it intentionally. “I wanted a space that felt calm and beautiful—somewhere you’d actually want to sit.”
By the front window, decorations of Maltese puppy life add a playful, Gen Z-friendly touch. The setup isn’t just charming, it’s also incredibly photogenic. “Even if you don’t know how to take good pictures, you’ll leave with something Instagram-worthy,” Echo said.
Cafe 2by2 has quickly become a favorite for customers who want something unique to post, from aesthetics to desserts. But Echo is quick to emphasize that the experience goes beyond the look. “You might walk in for the vibe,” he said, “but you come back for the flavor.”
Lessons in Defining a Brand
Echo credits much of Café 2by2’s success to a clear identity. “In the beginning, our menu covered a little bit of everything,” he said. “But once we decided to center everything around tiramisu, the whole concept came together—our branding, our customer base, even the way people talked about us.”
While his partner leads flavor development, Echo focuses on day-to-day operations and creative strategy. New flavors often appear without warning—even to him. “That’s how innovative my team is,” he said. “They surprise even me.”
The café is always evolving, with new seasonal tiramisu flavors keeping things fresh and giving regulars something to look forward to. “We love creating something unexpected,” Echo said. “It keeps people excited to come back.”