Esther Chuang

Uncle Chuang’s Bakery • University Village • Riverside, CA

In 2012, Sam Chuang was picking up his daughter, Esther, a freshman at UC, Riverside when she shared a story about a disappointing cake search that would alter the course of both of their lives and bring the flavors of his childhood to countless happy customers.

Esther’s cake story, which ended at a grocery store with an overly sweet confection, brought back memories of the bakeries of Sam’s youth in Taiwan. He had already noticed that Riverside had its share of Asian eateries, but no bakeries. Esther’s disappointment lit a fuse for Sam and prompted him to propose that they open the first Asian bakery in Riverside, bringing the distinct flavors of Taiwan’s street pastries to this Southern California university town.

Uncle Chuang’s Bakery opened in 2013 while Esther was still a full-time student. She put her classroom education to the test daily with on-the-job practice — learning by trial and error, and juggling an extremely intense schedule. The bakery was an immediate hit, combining the Chuang’s genuine and welcoming vibe with authentic and flavorful confections that couldn’t be found anywhere else.

Upon graduation in 2016, Esther felt the social pressure to follow her classmates into the corporate world. She considered it — even yearned for it, but ultimately decided to stay put as a co-owner of Uncle Chuang’s. In time she was thrilled with her choice, as the demanding corporate culture and tricky politics became too much for many of her college friends. Esther’s unconventional decision has allowed her the authority to shape her own life, schedule and career while doing something she truly loves!

The Chuang’s agree that a huge piece of their success was the decision to open at Newmark Merrill’s University Village. NewMark Merrill has been key in nurturing their business over the years. Services such as a capable 24/7 security team, a clean plaza, an engaged property management team, and proactive marketing programs have all worked in concert to support their endeavor.

In 2019, the father-daughter duo opened a second location with the same pledge to provide fresh pastries and baked goods to all people in the community. They’ve brought together Asian and American cultures by creating tasty treats inspired by Sam’s childhood and a search for a good cake.