Hidden in the vibrant food scene of Fresno lies a gem that marries Japanese culinary artistry with heartfelt family values. Nummy Yummy, founded by sisters Cerena, Diamond, and Sierra Lee in December 2022, has quickly become a beloved destination for authentic taiyaki and other Japanese desserts. Initially opening at Fashion Fair Mall, this family-owned business was created with a powerful purpose – to support their mother during her cancer treatment journey. Their recent relocation to a standalone storefront at 6648 N. Cedar Ave. has allowed this passionate venture to flourish, bringing consistent joy to dessert lovers throughout Fresno.
From Mall Kiosk to Thriving Storefront
The journey of Nummy Yummy began with a modest kiosk at Fashion Fair Mall in December 2022. This initial mall location served as the launching pad for the sisters’ vision of bringing authentic Japanese desserts to Fresno. While the mall provided decent foot traffic, the sisters recognized the limitations of this temporary space.
Last summer marked a significant milestone as the Lee sisters relocated to their current standalone storefront on Cedar Avenue. This strategic move has drastically improved their visibility and allowed for greater consistency in sales. “We [have been] able to see both customers from back then and newer customers as well. It’s really nice to see that,” Cierra explained.
The brick-and-mortar location has been operational for about six months now, and the impact is undeniable. Regular customers followed them to the new spot while fresh faces continue to discover this unique dessert destination. The standalone store has given the sisters the freedom to customize their space and create the atmosphere they always envisioned.
With more room to operate, Nummy Yummy has expanded their menu offerings beyond their core products. The sisters have incorporated fascinating mochi variations and other Japanese-inspired treats that complement their signature taiyaki perfectly. Their growth demonstrates how passion-driven small businesses can evolve when given the right space to flourish.
The Art of Taiyaki: Nummy Yummy’s Signature Creation
At the heart of Nummy Yummy’s menu is taiyaki, a traditional Japanese treat with a distinctive fish shape. “Taiyaki — not to be confused with teriyaki — is a Japanese dessert that Cerena describes as having a ‘waffle-like,’ crunchy exterior and a soft doughy interior.” This delightful contrast in textures is what makes taiyaki such a beloved dessert in Japan and now in Fresno.
The Lee sisters offer both classic hot taiyaki filled with red bean paste and innovative cold taiyaki cones that serve as vessels for various fillings and toppings. Customers can customize their creations with an impressive array of options including boba, sprinkles, Oreo crumbles, and fruity pebbles. This blend of tradition and personalization allows everyone to create their perfect dessert experience.
Beyond the standard sweet options, the shop also serves savory taiyaki variations for those seeking something less sugary. The ability to pivot between sweet and savory demonstrates the versatility of this Japanese street food. Each taiyaki is carefully crafted to ensure the perfect balance between the crispy exterior and the soft, pillowy interior that defines an authentic version of this treat.
The connection to taiyaki runs deeper than just business for the Lee family. This fish-shaped pastry was their father’s first dessert after immigrating to the United States, making it a symbol of new beginnings and cultural heritage. Much like how mochi represents Japanese culture, taiyaki holds special cultural significance that the sisters honor through their meticulous preparation techniques.
A Business Born from Love and Necessity
The story behind Nummy Yummy goes far beyond delicious desserts. In 2021, the sisters’ mother received a cancer diagnosis that changed everything for the family. “We wanted to work to get her off her job,” Cerena explained, highlighting how the business was conceived as a way to provide financial support during their mother’s treatment.
What began as a practical solution to a family crisis evolved into a thriving business that continues to support their mother, who is now fortunately in remission. The sisters’ commitment to their family’s well-being served as the foundation for what would become a beloved local establishment. Their story resonates with many customers who appreciate businesses with genuine heart behind them.
The family’s emotional connection to taiyaki adds another layer of meaning to their business venture. “It kind of holds a little bit of meaning to our family,” Cerena shared about their signature dessert. This personal connection infuses everything at Nummy Yummy with authentic passion and care.
The sisters have found that their personal story has created a special bond with their customers. Many regular patrons followed them from the mall to their new location out of loyalty not just to their delicious offerings but to the family itself. This kind of community support exemplifies the special relationship between food businesses and local communities, especially those celebrating international culinary traditions.
Creating Authentic Japanese Flavors in Fresno
The Lee sisters have made it their mission to bring authentic Japanese dessert traditions to Fresno while adding their own creative spin. Their menu showcases a thoughtful balance between honoring traditional recipes and embracing innovation that appeals to American palates. This approach has allowed them to introduce many Fresno residents to flavors they might not otherwise experience.
Matcha features prominently on their menu, appearing in various forms from fillings to toppings. The sisters take pride in using quality ingredients that capture the essence of Japanese flavors. For those inspired by these flavors, trying recipes like matcha lavender brownies at home can be a wonderful way to explore Japanese-inspired desserts between visits to Nummy Yummy.
Seasonal offerings keep the menu fresh and exciting throughout the year. The sisters draw inspiration from both traditional Japanese seasonal treats and American holiday favorites to create limited-time specials. Their commitment to quality and authenticity has earned them a reputation as genuine cultural ambassadors through food.
The cultural exchange happening at Nummy Yummy reflects broader patterns of food trade and cultural appreciation between Japan and other nations. Just as food trade strengthens international relationships, businesses like Nummy Yummy build cultural bridges in local communities through shared culinary experiences.
Looking Toward a Flavorful Future
With their Cedar Avenue location firmly established, the Lee sisters are setting their sights on exciting future developments. “We’re eventually hoping to franchise if we can,” Cerena revealed, demonstrating their ambitious growth mindset. This vision could potentially bring their unique take on Japanese desserts to communities beyond Fresno.
In the immediate future, the sisters plan to enhance their current location with additional décor that better reflects the Japanese aesthetic that inspires their menu. They’re also continuously developing new menu items to keep their offerings fresh and exciting. The balance between maintaining beloved classics and introducing innovations keeps customers returning to see what’s new.
Nummy Yummy operates with convenient hours for dessert lovers: noon to 8:30 PM Monday through Wednesday and noon to 9:30 PM Thursday through Sunday at their 6648 N. Cedar Avenue location. These extended weekend hours make it a perfect spot for after-dinner treats or weekend indulgences. The consistent operating schedule has helped build customer loyalty and routine visits.
For those interested in supporting family-owned businesses like Nummy Yummy, consider submitting a favorite local dessert shop to our business directory. The growth of unique dessert establishments enriches local food scenes and provides opportunities for cultural exploration through cuisine. If you’re feeling inspired by Nummy Yummy’s success, perhaps you might even share your own dessert recipe that celebrates cultural traditions.
The story of Nummy Yummy reminds us that the most successful food businesses often begin with heart and purpose rather than just profit motives. From supporting their mother through cancer treatment to introducing Fresno to authentic Japanese desserts, the Lee sisters have created something truly special that transcends typical food service. Their journey exemplifies how family values, cultural appreciation, and culinary creativity can come together to create a business that nourishes both body and soul.