Our Story

How Did White Noise Coffee Begin?

White Noise Coffee started in Flushing, Queens in New York City as more than just a neighborhood café. It was created to give you a space where focus and connection come naturally. When Vanesa Kim opened the doors, her goal wasn’t just to serve coffee. She wanted discipline and creativity to meet in one place. If you’ve ever walked through Flushing, you know it’s a neighborhood alive with diversity and culture and White Noise Coffee grew from that same spirit.

At White Noise Coffee, you’re not just stopping by for a drink, you experience a space where people from all walks of life meet. Locals, students, early risers and creative minds alike have all found a place to recharge and connect. Those roots in Queens still shape White Noise Coffee today, reminding you that no matter how much the brand grows across New York, its story began with the simple idea of giving you a space where coffee, culture and community live side by side.

What Challenges Did Vanesa Face When Taking Over the Business?

When founder Vanesa Kim took over the business, she wasn’t stepping into success, she was walking into one of the hardest seasons of her life. Debt outweighed support, the café was struggling and every day felt like an uphill climb. Vanesa had to wake up before dawn, opening the doors at 4 AM and training her body and mind before most of the city stirred. She learned the discipline of starting each day earlier than everyone else. Those early years tested everything including her:

• Endurance
• Creativity
• Belief in the vision

The challenges weren’t only financial and physical. They were also deeply personal. As a young woman taking over a business with limited support, Vanesa faced constant questions about whether she could succeed.

By learning lessons of discipline from her grandfather who is an Olympic-level judo athlete in Korea, she found the strength to redefine what White Noise Coffee could become. Vanesa’s challenges weren’t the end of the story; they were the beginning of what makes White Noise Coffee unforgettable for you today.

How Do Two Locations Contribute to Shaping White Noise Coffee’s Culture?

Both locations carry the DNA of discipline, creativity and resilience, but each one plays a unique role in defining the culture you experience. The Midtown Manhattan coffee shop embodies the pulse of New York’s hustle. You get a space that blends convenience with culture, a spot where your daily coffee becomes a ritual of balance between momentum and mindfulness. This location reflects White Noise Coffee’s mission to adapt to your lifestyle whether you’re rushing to work or pausing for inspiration.

The Downtown Brooklyn coffee shop gives off a different energy. If Queens is about grounding and roots, Brooklyn is about expansion and innovation. White Noise Coffee becomes a place where you can recharge before diving back into the demands of city life. It’s no surprise that the Brooklyn café has become a favorite spot for both individuals looking for focus and groups searching for connection. White Noise Coffee extends its culture beyond coffee with experiences, such as:

• Hosting running club gatherings
• Partnering with local businesses
• Collaborating with artists
• Organizing events and meetups
• Building a culture of resilience

How Did White Noise Coffee Become the Birthplace of NOK in 2025?

NOK is deeply personal to the story of White Noise Coffee. Just as each cup of coffee is meticulously sourced, roasted and brewed, NOK matcha was developed with precision and care. Vanesa’s team experimented. They refined every step. And eventually, they perfected the process to bring ceremonial-grade Korean matcha to the U.S.

Launching NOK inside White Noise Coffee also reflected the brand’s community spirit. The cafe’s spaces in New York provided the perfect vibe and atmosphere for introducing something new. You could try a ceremonial-grade matcha for the first time, share the experience with friends and see firsthand how the rituals of coffee could seamlessly extend into the world of matcha. White Noise Coffee and NOK together show you lessons that include:

• Ordinary beginnings can grow into extraordinary outcomes.
• Discipline provides the strength to build something lasting.
• Vision can turn small sparks into powerful movements.
• Resilience helps transform setbacks into stepping stones.
• Consistency creates rituals that inspire and endure.

What Turned White Noise from Just Coffee to Full Meals?

At first, White Noise Coffee was all about coffee. But if you’ve ever stepped in on a busy morning, you know coffee alone isn’t always enough. The journey began with simple fresh baked pastries like croissants, muffins and scones that became morning staples for regulars.

The real turning point came with toasts and breakfast sandwiches like avocado toast and poached eggs. These dishes made White Noise Coffee not just a place to grab a classic coffee but a spot to start your day with a complete breakfast.

New York’s love affair with brunch inspired White Noise Coffee to elevate its menu. The signature brunch plates and sweet brunch selections turned weekends into an experience. Adding full meals also meant everyone could find something they love, including:

• Vegan breakfasts and vegan lunches for plant-based eaters
• Gluten-free breakfasts and lunches for those with dietary needs
• Healthy breakfast options like yogurt and granola bowls for lighter choices

How Is Sustainability a Part of White Noise Coffee’s Story?

Vanesa Kim’s vision that honored both craft and community naturally extended to caring for the environment. White Noise Coffee carefully selects coffee beans from farms that prioritize both people and the planet. Her commitment to sustainability shows in the ways she works with issues that include:

• Waste reduction. Compostable cups and incentives for bringing your own
• Energy efficiency. Optimized machines, lighting and heating
• Eco packaging. Recyclable or compostable to-go materials
• Local partnerships. Ingredients and collaborations from local vendors
• Water conservation. Low-flow faucets and mindful usage
• Zero-waste goals. Upcycling coffee grounds and minimizing food waste

At White Noise Coffee, we blend great coffee with meaningful connections. Visit our shops or enjoy our coffee subscriptions if you can’t make it in person. Contact White Noise Coffee today to see what the white noise is all about.