Change is often subtle in Soho, but the neighborhood just welcomed something quietly game-changing. Soba Ulala has opened its doors, offering up thoughtfully crafted soba noodles and a dedicated Japanese menu to a part of town that typically buzzes with big-name restaurants.
Early Buzz for Soba Ulala in Soho
If you blink, you might miss it—but food lovers are already talking. Soba Ulala recently launched in the heart of Soho, inviting New Yorkers to try fresh, handmade noodles and a tightly curated menu that stands apart from the usual downtown dining scene.
This new arrival, which began service on March 31, has quickly made an impression among locals and in-the-know foodies who appreciate a well-executed specialty.
The Backstory on Soho’s Soba Destination
The mastermind here is chef Hirohisa Hayashi, who decided to give his longtime Japanese restaurant a fresh identity instead of starting from scratch. Essentially, Hayashi took his established kitchen and fine-tuned it into a soba lover’s haven.
At Soba Ulala, the star of the show is definitely the noodles—prepared fresh not once, but twice daily. Buckwheat flour from upstate New York mingles with Japanese wheat flour, resulting in a unique blend of local meets tradition.
The menu is refreshingly adaptable. Guests can order soba bowls (hot or cold), topped with everything from duck breast to vegetables, plus a supporting cast of small Japanese plates—think sashimi, tamago, and fish dishes. Lunch sets, rice bowls, and a beverage list focused on sake, shochu, and cocktails round out the experience.
A Reinvented Space With a Familiar Face
This isn’t Hayashi’s first rodeo. Before launching Soba Ulala, he ran the well-regarded Hirohisa in the very same spot, which earned its own following among Japanese cuisine aficionados.
Instead of closing up shop, Hayashi pivoted, staying ahead in a competitive market where innovation is key to survival. Reinvention isn’t uncommon these days, but his approach strikes a nice balance between honoring tradition and offering something fresh.
And the original Hirohisa isn’t gone for good—plans are in the works for a new nearby location, suggesting fans will soon get to enjoy both concepts, side by side.
For regulars, this means the comfort of the familiar, with a side of excitement for what’s next—a true rarity in New York’s fickle food landscape.
Soba Ulala’s Impact in Soho
While Soho is packed with places to eat, Soba Ulala delivers a focus often lacking in the area: a serious, craft-savvy noodle shop that’s all about the soba.
It offers a much-needed option for anyone nearby seeking a relaxed but elevated meal—grab a quick bowl or linger over a fuller Japanese spread. The versatility fits the hustle and flow of the neighborhood perfectly.
This opening also helps round out the district’s character, providing a contrast to the global chains and luxury dining spots that often dominate. Soba Ulala is about authenticity, both in technique and vibe.
For city diners always on the lookout for what’s new, it’s just the kind of place that earns early hype—low-key but chef-led, with plenty of real culinary chops.
A Sign of NYC’s Shifting Restaurant Scene
Soba Ulala isn’t debuting in a vacuum. Across New York, spring is bringing a wave of specialized new restaurants—ranging from omakase counters to cocktail-forward bars and reimagined icons in Midtown.
What connects this trend? A move toward doing one thing really, really well. Smaller menus, focused concepts, and chef-driven experiences are having a moment.
This approach reflects the realities of today’s restaurant world. In a saturated market, restaurants that carve out a niche and stick to it are often those that thrive.
As the NYC dining landscape keeps evolving, there’s no shortage of excitement or new contenders for best-in-the-city lists. Staying current is almost a full-time job.
What’s Ahead for Soba Ulala?
Right now, Soba Ulala is just getting started. The coming months will show if it can become a local favorite or even a citywide destination.
Judging by the early word of mouth, tables might start filling up soon—especially with the arrival of spring and its boost in dining-out energy.
There’s also the question of what will happen when Hirohisa returns in its new home nearby. That could turn this corner of Soho into a mini hotbed for Hayashi’s brand of Japanese cuisine.
In the meantime, here’s your heads up: Soba Ulala is open, and for those who like to get in before the crowds, now is the time to check it out.
Photo Credit Nobuyuki Narita / Soba Ulala IG Official
Quick FAQ for Curious Diners
Where is Soba Ulala located?
Find it at 73 Thompson Street in Soho, right near Spring Street.
What sets Soba Ulala apart?
The signature is house-made soba, crafted twice a day using a blend of locally sourced and imported flours.
When did Soba Ulala open?
Soba Ulala started serving on March 31, 2026.
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