A pumpkin-shaped bread filled with custard? Such a cute Halloween bakery find. ASA Bakery in East Village was one of the San Diego stops I shared during spooky season, alongside its Naruto Oreo croissant, chocolate butter bread and matcha drinks.
The pumpkin bread belongs to my October 2026 visit. Since Halloween has passed, check with the bakery before going specifically for a seasonal shape or filling. There’s plenty on the regular menu to explore too.
Japanese breads and flaky croissants
ASA uses Japanese flour and fermented butter in its baking, details the bakery explains on its ingredients page. The case brings together soft breads and layered pastries, so it’s a fun stop whether you’re in the mood for something sweet or savory.
The official menu lists Naruto Oreo, matcha and chocolate croissants, along with custard cream pan, melon pan, curry pan and shokupan. That gives you a few ideas before you arrive, but the actual selection depends on what’s left in the case.
Make it a matcha and pastry date
The matcha drinks were another reason I wanted to share this spot. You can pair a pastry with a matcha latte or coffee, or look at the Japanese milk bread sandwiches if you want something more substantial.
For a bakery date, I’d keep the order flexible and see what looks good when you get there. The seasonal treats are fun, but the bread and croissant selection makes ASA worth knowing about beyond Halloween.
Before you go
You’ll find ASA Bakery & Cafe at 634 14th St., Unit 110, San Diego, CA 92101. Its website currently lists hours of 9 a.m. to 9 p.m., closed Tuesdays. Recheck the schedule before visiting, especially around holidays.
Pastries are available until sold out, so an earlier stop gives you a better chance at a wider selection. The menu page also notes that the bakery is cashless and does not currently offer a gluten-free menu.
Save this one for your next East Village pastry run, and watch the video for a little look back at those Halloween treats.
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