Asano Cafe Coffee/Tea in West Village

“ASANO is a Japanese-inspired matcha and specialty coffee concept in NYC, built around the philosophy of mottainai — making use of what would otherwise go unused. The name draws from "asa" (morning) and the noren curtains marking a shop's threshold, reflecting the brand's model: activating restaurant spaces during their idle morning hours through a revenue-sharing licensing partnership, rather than opening standalone cafes. ASANO currently operates two NYC locations — Sandro's on the Upper East Side (its original site, launched June 2025) and The Noortwyck in the West Village (opened December 2025). Coffee is single-origin from São Paulo, Brazil, with notes of chocolate, cherry, and hazelnut. The brand has been featured in The New York Times (twice), The Infatuation's "Best Coffee Shops in NYC," Edible Manhattan, The Hustle, and Caper, and has run branded activations with Zappos, Hoka, and Barry's.”