Gezellin Bakery’s Soul-soothing Hanoian Sourdough Cinnamon Rolls are a Fresh Take on the Flavored Roll Experience.
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Copywriting: Thirsty Saigon member
Photography: Thirsty Saigon & Mervin Lee
For years, Gezellin Artisanal Bakery & Café’s (12 Ngõ Yên Ninh, Trúc Bạch, Ba Đình, Hà Nội) cinnamon rolls have been my love language—my go-to treat for friends’ celebrations or tough times. Every time, they’re amazed, saying they’ve never tasted a roll quite this good.
I’m not the type to make grand claims, but it’s hard to hold back when talking about this gem.
I can honestly say I’ve found the best sourdough cinnamon roll of my life here. Yes, no exaggeration – the absolute best. Ever since that fateful taste, I’ve turned Gezellin’s cinnamon roll into my love language, sharing it with friends through every celebration or moment of consolation.
Gezellin takes its name from the Dutch word “Gezellig,” which embodies a feeling of warmth, comfort, and lively social interaction
It’s been a joy to see Gezellin evolve from an online bakery to a consignment brand, and now, into a fully-fledged, intimate space that truly embraces comfort and a sense of belonging.
With a keen sense of thoughtfulness, they’ve crafted a menu that welcomes indulgence without hesitation, offering pastries and beverages at a burst-into-tears approachable price.
My usual order, a Matcha Latte and a Sourdough Cinnamon Roll, comes to VND100,000.
Even though Gezellin embraces the artisanal spirit, not everything here needs to be “handcrafted” — by which I mean their order and payment process flows free of unnecessary steps, utilizing the latest POS technology to ensure each transaction is a seamless experience — a small but exquisite pleasure, especially when the cafe hums with the gentle chaos of rush hours.
Gezellin’s baked goods are crafted with impeccable attention to detail, sometimes “unnecessarily” meticulous.
I still remember being blown away by their early online orders where each classic white sourdough was perfectly sliced, wrapped in two layers — food-grade film and a sleek branded paper cover.
Their sourdough cinnamon rolls arrived in the cutest little box, adorned with whimsical illustrations and all their contact info elegantly laid out. Customized order notes included customer names with a smiling hand-drawn icon, clear savoring instructions and storage tips, making it easy to imagine their monthly printing invoices climbing as high as a mountain.
All thanks to a temperamental friend adapting to Vietnam’s tropical climate with a bit of patience
Every loaf at Gezellin is made with natural yeast, lovingly nurtured and, yes, they even have a mascot for it — Bob.
Bob may be still in the midst of adapting to Vietnam’s tropical climate, but he’s already yielding unparalleled texture.
My first taste of Gezellin was through their “cash-cow” Sourdough Cinnamon Roll, an experience I’ll never forget.
Each bite melts into pure bliss, with a softness I’ve never encountered in any other cinnamon roll before. The secret to its soul-soothing flavor is a combination of sweet sourdough and brioche dough — it takes 24 hours to finish a batch.
Add a touch of homemade cream cheese frosting and you’ve reached peak indulgence — all without the “guilty” in “guilty pleasure.”
Don’t rush off if you’re not a cinnamon fan because Gezellin serves up other delicacies with the same care
Beyond Gezellin’s life-changing cinnamon rolls, the Classic White Sourdough has become my breakfast staple, while the Sourdough Shokupan has its own way of melting my heart with its buttery milk notes.
As data reveals a remarkable sample size of cinnamon averses, Gezellin offers intriguing experimental variables such as Cardamom Knots with Lemon Yogurt Sauce or Black Sesame Sourdough Roll with Matcha Cream.
And their seasonal specials are truly masterpieces. This past Valentine’s, I tasted a seasonal Rose Apple Cinnamon Roll with Salted Caramel Sauce that’s as delightful to look at as it was to eat.
Also, this year’s outstanding festive Halloween lineup tugged hard at the heartstrings of Gezellin’s fans.
As a fellow cook, I find myself drawn to Gezellin’s open kitchen on the second floor
My visits to Gezellin involves overlooking baking dedication from a long communal table — watching bakers pour their hearts into seemingly simple pieces of dough which actually entails sleepless nights of reading research papers, months of testing ingredients, and years to master fermentation while wrestling with Bob in the tropics.
All this and more truly fuels my resilience to pour the same care into my own work.
But I’ll say no more.
Gezellin deserves to be experienced firsthand — be it through a Sourdough Cinnamon roll, a cup of Fuji Matcha, or simply absorbing the energy of their craft. Every moment spent here will be worth your time.
Even for the busiest souls.
