Bread on the Rise as Latest Food Craze in S.KoreaーNHK WORLD-JAPAN NEWS
Why It Matters
The bread boom reshapes South Korea’s food landscape, creating lucrative opportunities for bakers and attracting culinary tourists, while elevating the country’s profile in the international baking industry.
Key Takeaways
- •South Koreans traveling nationwide for specialty bakery items.
- •Social media fuels bread pilgrimage, rivaling rice staple.
- •New services like temperature‑controlled lockers streamline bakery purchases.
- •Korean bakers blend European, Japanese techniques into unique flavors.
- •International awards signal South Korea’s emergence as baking powerhouse.
Summary
South Korea’s latest food craze sees crowds trekking across the country to sample artisanal breads, from strawberry‑matcha pastries to garlic‑chai buns. The phenomenon, dubbed a "bread pilgrimage," has turned bakeries into tourist attractions, rivaling traditional K‑pop fan queues.
Fueled by viral social‑media posts and a thriving café culture, consumers are embracing bread as a staple alongside rice. Innovative services such as temperature‑controlled lockers let shoppers pick up fresh loaves on demand, while bakeries report spikes in foot traffic from both locals and overseas visitors.
Bakery owners like Chonoan, creator of the Korean‑styled “salt bread,” and champion baker Hangyong, who led the South Korean team to victory at the Paris Global Baking Competition, illustrate the blend of Japanese, European, and native flavors driving the trend. Their statements—"I go on a bread pilgrimage every week" and the emphasis on mastering fundamental techniques—highlight the passion behind the movement.
The surge signals a broader shift in South Korean food culture, opening new revenue streams for small businesses, boosting culinary tourism, and positioning the nation as a rising force in the global baking arena.
Comments
Want to join the conversation?
Loading comments...