Jayeondo Sogeumppang (Salt Bread) in Yeonnam — Restaurant in Seoul

Located near Hongik Station Exit 3, this bakery offers really nice sea salt bread — crispy on the outside and soft on the inside. You need to buy in a set of four (around 12,000 KRW), but the quality holds up well; I even saved one piece for the evening and it was still good.

Ordering is done through a self-kiosk, which has English instructions. Payment is only possible with a physical card (no contactless option).

The downside is the service. When I visited around 8:58am, the staff insisted on only starting sales at 9am, even with a queue already forming. Staff also came across a little unfriendly.

Overall, the bread is worth trying if you’re nearby, but don’t expect warm service.

Only...

I'm curious about the queue. Have to try when the queue was reasonable. Ordering via the machine does come in English. But it does not accept pay wave!!!! I am blessed that the friendly lady in stylish black helped to pay. Back to the bread. Surprisingly, airy and soft. Very fragrant with generous butter taste. I was pleasantly surprised by the salted crusty bottom. Well balanced. However, it has to be consumed immediately. It loses the airy and lightness when cold. The bottom crust is still there. And the butter can be overwhelming. Would I urge to eat it again? Not really. But worth...

Disappointing. Overrated. I was so excited to try it after seeing the online hype. I went at 9:56am and had to get 4 pieces in one bag since they didn’t sell individual pieces of bread. It was so stale? It felt like more of a croissant than salt bread. I’m not sure if this is supposed to be like this. I expected it to be fresher considering I went so early in the morning. I was genuinely so sad I didn’t like it like...