Wheelcake Island: Taiwanese‑Japanese Pancakes Winning Londoners One Flip at a Time

NOVA ESEA
Aug 8
2 min read

When JC and Yin set up a modest griddle stall in an Oxford market back in 2017, the goal was simple: pay rent and cure homesickness with the sweet, round pancakes they grew up eating. Six years and thousands of wheel‑shaped cakes later, Wheelcake Island has become a fixture at Old Spitalfields Market, luring queues with the hiss of batter and the scent of custard and azuki bean.

A “fun‑to‑watch” dessert that caught London’s eye

"People were intrigued by the cooking process," Yin recalls. "They watched the batter puff up and the fillings disappear inside, then told us they really enjoyed the taste."

That early feedback convinced the pair that the concept could work beyond Oxford. By late 2017, they had migrated to London, landing a pitch at Old Spitalfields. Locals returned week after week; tourists posted videos; repeat customers asked for new flavours.

Wheelcakes were born in Japan in the 18th century and travelled to Taiwan during WWII. "We tell new customers it’s basically a stuffed pancake, easy to picture, easier to love," JC laughs.

From Azuki to Oreo: a menu that balances tradition and play

Traditional azuki bean | Sweet red‑bean paste, fluffy centre. A must‑try for purists.
Custard classic | Smooth vanilla custard that oozes like a hug.
Chocolate Oreo | Western nod with crushed biscuits folded into velvety chocolate.
Matcha cream | Japanese matcha imported directly from Kyoto for an earthy kick.

JC and Yin source azuki beans from trusted Asian wholesalers, import matcha from Japan, and pick up staple ingredients locally to keep quality tight. "Reliable suppliers are everything to us" JC says.

One French customer insisted on the azuki bean flavour after watching a Japanese film about perfecting bean paste. He came back glowing and told us he really enjoyed it! Yin found the film that night and watched it with her mum. "Moments like that keep us going" she says.

Wheelcake Island once dreamed of multiple stalls, but COVID refocused the vision. "We scaled down, made things stable, and put our energy into product R&D" JC notes.