Masa Bakehouse La Union

Masa started as a small café near the beach in San Juan, grew to Manila and El Nido, and in 2025 closed its Metro Manila branches to focus on La Union. It now bakes out of a big warehouse-style space on Costales Street, Sitio Dappat, in Barangay Ili Norte, a short drive inland from the Urbiztondo surf strip, with plenty of parking.

The shakshouka and the OG Beef Grilled Cheese, filled with beef pares and served with pares sauce, are the plates most people order. The pastry counter is just as busy: donuts, including a kamote version, croissants, kouign-amann, pan de coco and Spanish bread. The special latte, a creamy coconut latte, and the mango fizz are the drinks to try. It's self-service with a clean-as-you-go policy, and the room isn't air-conditioned but stays breezy. Pets are welcome.

Google lists it open 8AM to 6PM and closed on Tuesdays, and most people spend under ₱500 each. It gets crowded at peak brunch hours, though the line keeps moving. Go at opening or by 9AM, since some breads sell out early, and pick up a loaf or a box of pastries for the road.