Photo by Cynthia Luo (cyn_eats) via Google Maps
A new Soba restaurant by the Hirohisa team in Soho, New York City, offering a relaxed, primarily à la carte style menu focused on house-made soba. It occupies the former space of Hirohisa.
The chef behind Soba Ulala and its predecessor, Hirohisa, known for his thoughtful approach to Japanese cuisine, including kappo, kaiseki, and house-made soba.
Last updated: 4/22/2026, 1:09:20 PM
Soba Ulala is a new Japanese restaurant concept in New York City, taking over the acclaimed Hirohisa's former SoHo location. It focuses on house-made soba noodles, which were previously a highlight of Hirohisa's omakase experience, now offered à la carte. The restaurant maintains Hirohisa's philosophy of thoughtful ingredients, refined technique, and attentive service in a serene setting, aiming to transport diners to Japan. It represents a shift from Hirohisa's omakase style to a more relaxed, à la carte menu.
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Customer perception is mixed. Positive feedback highlights the incredibly fresh and thoughtfully prepared food, particularly the high-quality seafood (sashimi, uni, ikura), and the depth of flavor in dishes like dashi and vegetables. Service is often praised for being attentive, offering sake samples, and providing thoughtful touches like complimentary plum sake. Many describe the experience as delicious and magical, transporting them to Japan. However, some customers find portions small and the dishes unremarkable for the price, with the soba broth not always justifying the cost. Service can also be inconsistent, with some experiencing a lack of explanation, coldness, or poor hospitality for walk-in guests, and tempura sometimes being doughy. It is described as delicious but not cheap.
Soba Ulala opened in March 2026, taking over the space previously occupied by Hirohisa for thirteen years. It represents a shift from Hirohisa's omakase style to a more relaxed, à la carte menu centered around its signature soba noodles.
The restaurant offers both lunch and dinner. Reservations are recommended, especially for dinner, as it can be busy, with some guests having to wait even with a reservation.
