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“I really thought there was nobody back then.”
On the 13th, I met Kim Noah, the owner of Noah House, a cozy bagel shop in Incheon’s Gyeyang District. As she remembered her childhood, she fell quiet for a moment. Under warm lights, the shop smelled of fresh bagels and felt inviting, but her past had been anything but. Today she donates bread to a local children’s center and provides ongoing support, but at one point her family couldn’t have made it without help.
Noah House opened last May and just celebrated its first anniversary. Noah runs it with her mother, Kim Gwang-ae. Her mother spent decades as a childcare teacher, while Noah has experience running an online clothing shop and a small brand. Neither studied baking, but together they embarked on a new chapter driven by one simple goal: to create a welcoming space.
She started doing what her mother loves
The idea for Noah House came from Noah. She wanted her mom to finally do something she loved after years of sacrifice.
“My mom worked as a childcare teacher for years while raising four daughters. She went through so much, and I wanted her to have a chance to enjoy what she does,” Noah said.
Opening a bakery wasn’t the plan at first. Noah spent most of her twenties in fashion. Financial hardship forced her to leave high school, she worked briefly at Incheon Airport as a teen, and later ran an online mall and a clothing label. She’d always been more drawn to building her own thing than joining someone else’s team.
Gwang-ae used a government training card to take night baking classes just for fun. Noah says it was the first time she’d seen her mother truly light up learning something new. By chance, a sibling in Busan ran a bagel shop and became their baking mentor. They failed dozens of times while developing the menu, but they loved the process. Their signature “sand bagel” was born after many tries. The name Noah House carries their hopes: Noah is a name she adopted to mark a fresh start — a deliberate nod to the biblical figure — and “House” signals a place that feels like home.
What 100,000 KRW (about $75) meant to four sisters renting a small room
The “tough times” Noah refers to were about survival for the whole family. About a decade ago, Gwang-ae separated from her husband and raised four daughters alone. Her childcare salary barely covered rent, bills, and school costs. As the oldest, Noah took on adult responsibilities early.
Noah remembers childhood as a constant scramble to get by. Her mother said, “The kids must have had a hard time, but we tried to stay grateful.” Faith helped them endure, she added. Their biggest lifeline then was support arranged through the neighborhood welfare office. A local church sent monthly aid — 100,000 KRW (about $75) a month for about two years — along with occasional treats like pizza and chicken. For single mom Gwang-ae, that 100,000 KRW (about $75) meant far more than money.
“We couldn’t even order delivery for the kids. When people sent food or rice, it made a huge difference,” she said. “I always hoped my kids would grow up to help others.”
Giving back didn’t wait until they were comfortable. Even during hard times, Gwang-ae donated what she could. She began sponsoring the UN Refugee Agency through a street campaign, starting at 30,000 KRW (about $22.50) a month and later reducing it to 10,000 KRW (about $7.50) when budgets were tight. She’s kept that regular contribution for over seven years.
“Even small amounts add up and can save a life,” she said. “The heart behind it matters more than the size of the gift.” Noah House’s commitment to giving started before they even opened. Right after registering the business, they signed up for Save the Children’s “WeSave” campaign and pledged 50,000 KRW (about $37.50) a month.
Their support for a local children’s center began by chance. Earlier this year, a baker mismeasured sugar, leaving them with dough they couldn’t sell. Rather than wasting it, Noah thought of a neighborhood children’s center she’d passed and turned the dough into red-bean and chocolate buns to send along.
The center loved them. The kids gobbled the breads, and since then Noah House sends surplus bread to the center about twice a month, timed to arrive at 8 p.m. for the children’s evening snack.
Noah explained, “Most of the kids are in lower elementary grades, and some stay until 10 p.m. while their parents work late. If we bring trendy items, they go crazy for them.”
Sometimes Noah and her mother deliver the boxes themselves. When staff can’t leave, they pack up and bring the bread in person. They don’t stay long, but those short visits are deeply rewarding. “I haven’t properly watched the kids eat it yet,” Noah said. “I want to go and see them soon.”
Noah House has plans. They recently set up a test kitchen for new menu development and are preparing a pop-up at Yongsan I’Park Mall. They’re focused on building a stronger business while keeping charity at the core. “We don’t give because we have extra — we give because we have the heart to do it,” Noah said. “Giving makes you feel like you get more back.”
“Giving takes courage, too”
“Warmth spreads,” the mother and daughter agreed. “Wounds may heal in time, but warmth lingers and keeps moving forward.” To them, warmth is more than a kind act — it’s a force that sticks. Noah wants children going through hard times to hear this:
“When I was little, I truly thought there was nobody. But looking back, that wasn’t the case. I hope kids believe someone is cheering for them.”
Gwang-ae, listening beside her, wiped at her eyes. “Giving is about the heart,” she said softly. “When your heart leads, material help follows.”
Noah House aims to be more than a bakery. They’re preparing one-day baking classes and hands-on sessions. Noah dreams of a space where kids can make bread themselves — and she can’t wait to watch her mother teach them.
After watching her mother explain the value of giving, Noah paused and left one last thought.
“Sharing warmth takes courage. I felt shy and embarrassed at first, but I think anyone can find that courage.”
Incheon = Reporter Jeong Joo-wonn
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