Foreigners on a Bread Pilgrimage in Korea

In 2024, Korea is witnessing a significant surge in foreign tourists visiting the country with a special goal in mind: embarking on a "bread pilgrimage." This unique trend, affectionately referred to as 빵지순례 (bbangjisunrae), which literally translates to "bread pilgrimage," has become a cultural phenomenon where people, both locals and tourists, travel to renowned bakeries across Korea to sample signature bread and pastries. What started as a social media trend has now blossomed into a major part of Korea’s food tourism industry.

This boom has taken foreign travelers by surprise, as they explore Korea’s rich and diverse bakery scene that mixes traditional Korean flavors with Western baking techniques. Social media platforms, particularly Instagram, have fueled this trend, with over 850,000 posts featuring the hashtag #빵지순례​.

 

This post will dive deep into the world of Korean bakeries, examining why this "bread pilgrimage" is captivating foreign tourists, which bakeries are at the top of their lists, and what unique baked goods they’re seeking out.

 

• surge - 급증
• embark on - ~을 시작하다, 착수하다
• bread pilgrimage - 빵지순례
• cultural phenomenon - 문화적 현상
• renowned bakeries - 유명한 빵집들
• sample - 시식하다
• bakery scene - 빵집 풍경
• traditional flavors - 전통적인 맛
• fuel (a trend) - (트렌드를) 촉발시키다
• captivating - 매혹적인
• unique baked goods - 독특한 제과류

대전 성심당

 

♪ The Bread Boom in Korea

Korea’s bakery industry has seen rapid expansion over the past few years, with the number of bakeries across the country skyrocketing. According to the Food Information Statistics System, there were 28,070 bakeries in Korea by 2022, up from 24,777 in 2020​. The trend has persisted into 2024.

 

This growth shows no signs of slowing down, as both locals and tourists flock to famous bakeries to experience their signature bread. But what exactly is fueling this "bread pilgrimage"? A combination of social media exposure, unique Korean flavors, and a growing appreciation for artisanal and premium baked goods all play a role. For tourists, it’s not just about eating bread but experiencing a fusion of Korean culture and Western-style baking, often with a creative twist that turns an ordinary loaf or pastry into something extraordinary.

♪ Signature Korean Breads Tourists Love

Korean bakeries are renowned for their inventive takes on traditional bread and pastries. Many bakeries in Korea have become famous for their signature items, drawing tourists from all over the world who seek out these must-try treats. Some of the most popular items that have captured the attention of foreign tourists include:

1. Red Bean Paste Buns (팥빵): A nostalgic classic in Korea, these buns are filled with sweet red bean paste and have a soft, chewy texture. Popular in both Japan and China, this item often attracts tourists from neighboring countries who are familiar with the taste but eager to try the Korean version.
2. Corn Bread (옥수수빵): A savory bread mixed with kernels of sweet corn, creating a blend of sweet and savory flavors. This bread is particularly popular at Samsong Bakery in Daegu, which has become a staple stop on many tourists’ bakery tours​.
3. Soboro Bread (소보로빵): A sweet bun with a peanut streusel topping, it’s one of the most beloved bread types in Korea. Foreign tourists often rave about this bread’s perfect balance of sweetness and crunch.
4. Korean Croissants and Pastries: While croissants are French in origin, Korean bakeries have adopted them and added their own twists, such as incorporating green tea (matcha), sweet potato, or red bean fillings. Bakeries like Tartine Seoul and Paris Baguette offer innovative versions of classic French pastries that are highly popular among foreign visitors​.

These are just a few examples of how Korean bakeries are both preserving traditional flavors and embracing innovation, making them incredibly appealing to an international audience.

♪ Instagrammable Bakery Culture

One reason for the bakery boom in Korea, especially among younger foreign tourists, is the Instagrammable nature of many Korean bakeries. Places like Knotted and London Bagel Museum are designed not just for great taste but for stunning aesthetics. These bakeries have become Instagram hotspots, with colorful and uniquely presented baked goods that almost seem too beautiful to eat.

Take Knotted, for instance, which is known for its brightly colored donuts and pastel-toned interiors. Many of these bakeries feature minimalistic or art-inspired designs, perfect for snapping photos that tourists are eager to share on social media​.

In fact, bakery tourism in Korea has become so popular that many people are willing to wait in long lines just for the chance to try these trendy, photo-worthy treats. For example, the London Bagel Museum in Seoul is famous for its long lines, with tourists sometimes waiting hours to sample a bagel​.

♪ Why Foreigners Love Korean Bakeries

Several factors contribute to the growing fascination that foreign tourists have with Korean bakeries. First and foremost, it’s the unique flavors. Korean bakeries often combine traditional Korean ingredients, such as sweet potatoes, red beans, chestnuts, and matcha, with Western baking techniques, creating a fusion that is both familiar and new for international visitors.

 

Additionally, there is a certain novelty factor. Many of these bakery items cannot be easily found outside Korea, which makes visiting Korean bakeries a one-of-a-kind experience for tourists. Unlike typical Western-style bakeries, Korean bakeries focus on flavor combinations that reflect Korean culinary traditions, making them highly attractive to food tourists seeking something different.

 

Another reason is the cultural experience. Visiting a bakery in Korea is more than just about buying bread; it’s about immersing oneself in the local food culture. Bakeries like Paris Baguette, though a franchise, have taken on an almost iconic status in Korea. For tourists, visiting one of these bakeries can feel like participating in a beloved part of daily Korean life. Moreover, many bakeries feature unique décor and atmospheres, which offer a more immersive experience for visitors.

 

Lastly, many foreign tourists are drawn to the healthier options available at Korean bakeries. The recent trend of health-conscious eating has led many bakeries in Korea to offer baked goods with reduced sugar, whole grains, and natural ingredients.

This aligns with global wellness trends, making Korean bakeries a desirable stop for tourists looking for treats that are not only tasty but also mindful of their health.

♪ Bread Pilgrimage as Food Tourism

Korean bakeries are not just bakeries; they have become central hubs of food tourism. Much like how people visit specific regions in France for cheese or Italy for wine, tourists now come to Korea in search of famous bakeries. This "bread pilgrimage" has become a unique form of travel that allows tourists to explore Korea through its bakery culture.

This trend has economic benefits as well. For example, small towns like Gunsan—home to Leesungdang, one of the oldest bakeries in Korea—are seeing increased tourism thanks to their local bakery fame. The bakery, which specializes in red bean paste buns, has drawn countless tourists, helping boost the local economy​.

 

In larger cities like Seoul, bakery tourism has spurred a new wave of artisanal bakeries that cater specifically to food tourists. These bakeries not only offer high-quality, innovative baked goods but also position themselves as cultural destinations, incorporating art, design, and even fashion into their offerings​. It’s not uncommon to see bakeries that look more like art galleries, with visually stunning baked goods that double as edible masterpieces.

♪ The Globalization of Korean Bakeries

Korean bakeries are gaining international recognition as well. Paris Baguette, for example, has expanded globally, with branches in the United States, Europe, and Southeast Asia. This global expansion is making it easier for tourists to experience Korean bakery culture even after they return home. However, nothing beats the experience of visiting a bakery in Korea itself, where the atmosphere, flavors, and cultural significance come together to create a truly unique culinary adventure.

Moreover, Korean bakery items are becoming increasingly available abroad, but they’re often viewed as exotic or premium products. In the U.S., Tartine Bakery in Seoul has become a well-known name, and Korean-inspired baked goods are showing up in American and European bakeries​.

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♪ The Future of Bread Pilgrimage in Korea

Looking ahead, the "bread pilgrimage" trend is expected to continue growing as more tourists seek out Korea’s bakery culture. With social media continuing to play a key role in popularizing these bakeries, the tourism industry is likely to see even more interest in bakery-centric travel.

Korean bakeries will likely continue innovating, pushing the boundaries of flavor and presentation. As they do, more and more tourists from around the world will be drawn to Korea not just for its temples, beaches, or K-pop, but for its bakeries. The humble loaf of bread has turned into a cultural icon, a symbol of Korea’s ability to take something familiar and make it extraordinary.

So, if you’re planning a trip to Korea, make sure to add a few bakeries to your itinerary—you won’t want to miss this delicious trend!

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If you're ready to start your own bread pilgrimage in Korea, here are a few must-visit spots to get you started:

1. Leesungdang (이성당) – Gunsan's historic bakery, famous for its red bean paste buns. It’s one of the oldest bakeries in Korea, and tourists love the nostalgic taste of its classic pastries.
2. Samsong Bakery (삼송빵집) – Located in Daegu, this bakery is well-known for its corn bread (옥수수빵), a savory-sweet treat that’s become a local favorite.
3. Knotted (노티드) – A trendy donut and pastry shop in Seoul that’s famous for its colorful, Instagrammable donuts and whimsical interior design.
4. London Bagel Museum (런던베이글뮤지엄) – This bakery in Seoul is a must for bagel lovers, offering a distinctly British ambiance and delicious bagels.
5. Sungsimdang (성심당) – Located in Daejeon, this bakery is renowned for its signature fried soboro bread (튀김소보로), which combines a crispy fried texture with a sweet peanut streusel topping. It's a true gem in Korea’s bakery scene.
6. Mammoth Bakery (맘모스제과) – Situated in Andong, Mammoth Bakery is famous for its cream-filled pastries and has been a beloved spot for locals and tourists alike for decades.

Happy bakery hopping!