Nobibi, a fast-growing dessert brand known for its soft-serve creations and specialty drinks, is getting ready to open a new location in Huntington Beach at a site yet to be publicly disclosed.
The company’s new location will mark its first in Huntington Beach under RoseJano Investment Group LLC, led by partners Ralph Anjim and Michael Assale, with immediate plans to expand into Newport Beach and Laguna Beach, according to a press release. While an exact opening date has yet to be announced, the Huntington Beach store is expected to serve as a flagship for future coastal growth. Customers can expect a menu centered around soft serve, specialty beverages, and visually driven desserts designed for a modern retail setting.
RoseJano Investment Group brings a mix of construction and real estate experience to the project. Anjim has worked across Orange County supporting franchise development and buildouts, while Assale has developed and managed hospitality assets internationally, including hotels in Sweden. Together, the partners are focused on scaling Nobibi across high-traffic coastal markets that align with the brand’s concept and customer base.
Nobibi has been steadily expanding across California, with existing locations in cities such as San Diego, Fullerton, Santa Ana, and West Covina, along with several new shops that recently opened or are in development. The brand continues to grow through partnerships with experienced operators, contributing to its increasing presence throughout Southern California and beyond.
The menu features a range of soft-serve options, including signature items like the D’or, Magic Lamp, and Dream Cloud, as well as egg puff ice cream combinations. Customers can also choose from a variety of drinks, including the Dalgona series with flavors such as matcha, caramel, and cocoa, as well as fruit-based beverages like Lychee Dragon Fruit and Sakura Blossom.
Nobibi’s concept centers on handcrafted frozen desserts made with fresh ingredients and presented in a modern setting. The brand emphasizes creative flavor combinations and a strong visual identity, which has helped drive its growth across multiple markets.
“Nobibi is exactly the kind of concept that thrives in Orange County—modern, visually engaging, and built for today’s consumer,” Anjim said in a press release. “We’ve worked with many franchise brands over the years, and Nobibi stands out. Huntington Beach is just the beginning—we see tremendous opportunity to scale this across Newport and Laguna Beach.”
