Ayala Coffee, New Jersey’s first Filipino coffee shop, is a shining example of entrepreneurship rooted in cultural pride and community. Founded by first-generation Filipino-Americans Trixie Jose and Matthew Reyes, Ayala has grown from a pop-up cart to a thriving brick-and-mortar café in downtown Jersey City. With design and buildout support from La Union Studio, the space was thoughtfully crafted to reflect the warmth, heritage, and vibrancy of the Filipino community. As featured in Kollective Hustle, the café not only serves up Filipino-inspired drinks and dishes—led by Executive Chef Alex Ruperto and Chef de Cuisine Kay Manahan—but also serves as a cultural hub, redefining what it means to blend tradition with modern entrepreneurship.