Along the tranquil beaches of Jeju, long lines of people line up not just to admire the scenery, but for one sole purpose: to buy bagels at the famous branch of the London Bagel Museum on this Korean island.
The London Bagel Museum is a popular cafe in Seoul, South Korea. The cafe is known for its vintage atmosphere, tiled decor, and delicious bagels.
According to SCMP, the bread craze is not limited to Jeju. This brand also has branches in famous areas of Seoul such as Anguk, Jamsil, Yeouido and many other places, always attracting long queues wherever they go.
The name of the restaurant itself combines the founder's favorite words, evoking both nostalgia and a sense of solemnity.
Not only at the London Bagel Museum, the image of people lining up to buy bread often occurs all over Korea.
From southern Jeju Island to the hipster streets of Seoul's Seongsu-dong and Daejeon city, bakeries have become as familiar destinations as cafes or galleries.
At Randy's Donuts, the Los Angeles-based bakery offers its signature donut-shaped pastries, topped with a black sesame glaze and a bright orange glaze, inspired by Jeju tangerines, that always delight diners.
Once considered an American classic, it is now a Korean brand with unique flavors only available in Jeju.
Or two hours' drive south of the capital, the city of Daejeon also offers a story through bread.
At Sungsimdang, a beloved bakery founded in 1956 and widely known for inventing the fried soboro-ppang – a crispy fried dumpling topped with streusel, soft inside and traditional sweet red bean paste.
Other signature dishes include garlic chive bread and myeongnan (cod roe) baguette, along with a growing list of classic and innovative dishes.
For decades, the hallmark of a tourist returning from Daejeon has been a shopping bag from Sungsimdang, filled with the shop's signature fried dumplings as souvenirs.
Although rice is an indispensable part of the traditional Korean diet, today's younger generation sees bread not just as food, but as a symbol of taste, trend and lifestyle.
Queuing up to buy bread is considered a modern habit in this country. The phrase ppangji sullye, meaning "bread pilgrimage" in Korean, has entered the everyday language of many locals.
Both a cultural symbol and a tourism driver
The love affair with bread reflects a common culinary trend across South Korea, where bakeries are both cultural icons and tourist attractions.
According to data from navigation service Tmap Mobility, four of the 10 most searched restaurants during South Korea's 2024 summer travel season were bakeries.
Behind these numbers is a new cultural economy shaped by aesthetics and emotions.
Bread in Korea is now both an elegant pleasure and a symbol of patience, a spiritual food for the fast-paced lifestyle of the people of this country.
Each bite offers not only taste, but also a sense of pause, something many find increasingly rare in modern Korean society.
Notably, the bread craze in Korea is not just for the younger generation. As Western food culture has gradually integrated into the Korean lifestyle over the past decades, many of the older generation – now in their 50s and 60s – have also included bread in their daily menu.
“I think part of Koreans’ love for bread comes from its light, almost snack-like feel compared to traditional rice-based meals. Bread is easy to eat and convenient, fitting in with the fast-paced lifestyle of our society,” said Choi, a Korean housewife in her 50s.
And as bread becomes more and more popular in the Korean diet, the term “Korean bread” also brings with it its own meaning to many foreign visitors.
Foreign visitors describe Korean bread as softer and often much sweeter than European bread.
Red bean croissants, sweet garlic bread and whipped cream donuts have become iconic in Korean cuisine.
Source: https://baovanhoa.vn/du-lich/con-sot-banh-mi-tro-thanh-xu-huong-moi-o-han-quoc-176308.html
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